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Muhammad Ichwan Musa
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INDONESIA
Jurnal Manajemen
Published by Universitas Negeri Makassar
ISSN : 27238059     EISSN : 28295412     DOI : http://dx.doi.org/10.26858/jm
Core Subject : Economy, Science,
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance
Jurnal Manajemen is a media or means of communication and scientific publication from the result of management science thought and research carried out by lecturers, researchers and related research institutions. Jurnal Manajemen are published twice a year (February and August) through Open Journal System (OJS)
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 93 Documents
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THE EFFECT OF CELEBRITY ENDORSEMENT ON PURCHASE INTENTION WITH BRAND AWARENESS MEDIATION ON SCARLETT WHITENING IN MAKASSAR CITY Andhani, Rima; Kurniawan, Agung Widhi; Hasdiansa, Ilma Wulansari; Riu, Isma Azis; Abadi, Rahmat Riwayat
Jurnal Manajemen Vol 5, No 2 (2025): Agustus
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/jm.v5i2.72710

Abstract

Abstract: This study aims to analyze the effect of celebrity endorsement on consumer purchase intention with brand awareness as a mediating variable on Scarlett Whitening products in Makassar City. Celebrity endorsement is one of the most frequently used marketing strategies in the beauty industry, because it is considered capable of forming positive perceptions and attracting consumer buying interest. However, the effectiveness of this strategy can be influenced by the level of brand awareness among consumers. This study uses a quantitative approach with a survey method by distributing questionnaires to respondents who meet the criteria, namely individuals who have never purchased Scarlett Whitening products but have seen advertisements for the product featuring celebrities. The data obtained were analyzed using the Structural Equation Modeling technique based on Partial Least Square. The results of the analysis show that celebrity endorsement has a positive and significant direct influence on brand awareness and purchase intention. In addition, brand awareness is proven to have a positive and significant influence on purchase intention and also mediates the relationship between celebrity endorsement and purchase intention. These findings indicate that brand awareness plays an important role in strengthening the influence of celebrities on consumer purchase intention. Therefore, marketing strategies involving celebrities as endorsers are considered effective, especially when combined with efforts to build strong brand awareness.Keywords: Celebrity endorsement, brand awareness, purchase intention, Scarlett Whitening, Makassar.
THE INFLUENCE OF OCCUPATIONAL SAFETY AND HEALTH ON EMPLOYEE JOB SATISFACTION AT THE MAIN PORT AUTHORITY OFFICE OF MAKASSAR Muhammad, Andi Fadel; Anwar, Anwar; Haeruddin, M. Ikhwan Maulana
Jurnal Manajemen Vol 5, No 2 (2025): Agustus
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/jm.v5i2.72774

Abstract

Abstract: This study aims to determine whether Occupational Safety and Health has an effect on employee job satisfaction at the Makassar Main Port Authority Office. The approach used is quantitative with a data collection method using a survey. The population in this study was 121 employees with a sample determination of 25% of the population so that 30 employees were obtained. The data analysis technique in this study was multiple regression, which included data quality testing, classical assumption testing, and regression testing. The results showed that occupational safety had a positive and significant effect partially on job satisfaction, occupational health also showed a positive and significant effect on job satisfaction. Simultaneously, occupational safety and health had a positive and significant effect on employee job satisfaction at the Makassar Main Port Authority Office.Keywords: Job satisfaction, Occupational safety, Occupational health
THE EFFECT OF WORK LIFE QUALITY ON WORK MOTIVATION THROUGH JOB SATISFACTION AS A MEDIATION VARIABLE IN THE DEPARTMENT OF FOOD CROP, HORTICULTURE, PLANTATIONS AND FOOD SECURITY OF SIDRAP REGENCY Agustan, Andi Ahmad Adhiim; Musa, Muhammad Ichwan; Dipoatmodjo, Tenri Sayu Puspitaningsih
Jurnal Manajemen Vol 5, No 2 (2025): Agustus
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/jm.v5i2.72782

Abstract

Abstract: This study aims to measure the impact of Quality of Work Life on Work Motivation with Job Satisfaction as a Mediating variable at the Food Crops, Horticulture, Plantation and Food Security Service. This study uses a quantitative method with a descriptive approach. The population in this study were ASN of the Food Crops, Horticulture, Plantation and Food Security Service. Data were collected through questionnaires distributed to 41 employees as samples, the sampling method was the saturated sampling method and analyzed using the Structural Equation Modeling (SEM) analysis technique supported by Smart PLS 4.0 software. The data analysis process includes validity testing, reliability testing, and structural model testing. The results showed that the Quality of Work Life variable has a positive and significant effect on Work Motivation and Job Satisfaction. However, the effect of Job Satisfaction on Work Motivation is not statistically significant. In addition, Job Satisfaction is not able to significantly mediate the relationship between Quality of Work Life and Work Motivation.Keywords: Quality of work life, work motivation, job satisfaction
THE INFLUENCE OF LIVE-STREAMING MARKETING TYPES ON THE BUYING INTEREST OF GENERAL Z CONSUMERS IN BUYING CLOTHES Setiadi, Rafka Islaudyn Putra; Arafah, Willy
Jurnal Manajemen Vol 6, No 1 (2026): February
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/jm.v6i1.76566

Abstract

Abstract: Advances in digital technology have driven the emergence of innovative marketing strategies, one of which is live-streaming marketing, which is now widely adopted in the fashion industry. This research explores howProfessional Live-streaming MarketingAndEntertainment Live-streaming Marketinginfluence Gen Z's desire to purchase fashion products. This study also examines whetherSocial Influence Mechanismplays a role in this relationship. Data was collected from 122 Gen Z individuals (18-26 years old) in Greater Jakarta who watchedlive-streaming fashion, with analysis conducted using SEM. The findings show that both types of live streaming positively influence Purchase Intention. Most importantly,Social Influence Mechanismwas found to be a key mediator. This implies that fashion brands should combine useful information with engaging content and encourage interaction to increase Gen Z purchases.Keywords: Live Streaming Marketing, Social Influence Mechanism, Purchase Intention, Gen Z
PREPARATION OF TALENT DEVELOPMENT PROGRAM IN THE HUMAN RESOURCES UNIT OF THE GENERAL BUREAU OF THE REGIONAL SECRETARIAT OF WEST JAVA PROVINCE Santoso, Kharismawati Zalfa; Maasir, Lidia
Jurnal Manajemen Vol 6, No 1 (2026): February
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/jm.v6i1.76644

Abstract

Abstract: This study aims to design a talent development program within the Human Resource Unit of the General Bureau, Regional Secretariat of West Java Province. The background of this research lies in the gap between government policies and the actual implementation of talent management, as reflected in the suboptimal results of the 2024 talent pool assessment. The assessment showed that the majority of civil servants were positioned in boxes 4, 5, and 6 of the Nine Box Matrix, representing a combination of moderate performance and potential. The study focuses particularly on employees in Box 5, as this group holds significant opportunities for improvement in both performance and potential. A qualitative research method with a descriptive approach was employed. Data were collected through interviews with relevant informants and document analysis. The formulation of the Talent Development Program in this research is based on the framework of Pella and Inayati (2011), which consists of five key stages: defining talent criteria, selecting the talent group, developing talent programs, placing talents in key positions, and conducting evaluation. The findings reveal that talent development practices for civil servants within the Regional Secretariat of West Java Province remain general in nature and have not been tailored to employees’ specific needs. Furthermore, interviews with staff in the HR Unit indicated that current civil servant development efforts are still primarily focused on technical training rather than long-term potential development.Keywords: Talent Management, Talent Development, Mentoring
EVALUATION OF THE INDONESIAN GOVERNMENT'S BUDGET EFFICIENCY POLICY INTERVENTION IN 2020: FROM THE PERSPECTIVE OF THE FINANCIAL PERFORMANCE OF THE TRANSPORTATION AND HOSPITALITY SECTOR Palenteng, Vanesa Claudia; Worang, Frederik Gerdi; Tasik, Hizkia H.D.
Jurnal Manajemen Vol 6, No 1 (2026): February
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/jm.v6i1.76532

Abstract

Abstract: The Indonesian government's budget efficiency policy in 2020, through refocusing and reallocation of spending, aimed to maintain fiscal stability amid the Covid-19 crisis. However, this intervention had direct implications for the transportation and hospitality sectors, which are highly dependent on public mobility and tourism. This study evaluates the financial performance of companies from these two sectors listed on the Indonesia Stock Exchange during the 2018–2023 period, using the Interrupted Time Series Analysis (ITSA) method to assess profitability indicators. The results show a decline in Operating Profit Margin (OPM) after the policy was implemented, reflecting operational pressures due to declining demand. Conversely, Net Profit Margin (NPM) and Return on Assets (ROA) did not experience significant changes, indicating that the policy's impact was more pressing on operating margins than on net profitability and asset utilization efficiency. These findings confirm the differential effects of fiscal consolidation on corporate financial performance and provide new evidence from the Indonesian services sector in the context of policy interventions during the Covid-19 crisis.Keywords: Budget Efficiency, Profitability, Hospitality, Transportation, ITSA
THE EFFECT OF FACILITIES AND SERVICE QUALITY ON VISITOR SATISFACTION AT MOG MALL, MALANG CITY Wulandari, Chofifah Laila; Dhakirah, Sanita; Budiarti, Lina
Jurnal Manajemen Vol 6, No 1 (2026): February
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/jm.v6i1.76466

Abstract

Abstract: The rapid development of the service sector has led to the emergence of various modern shopping centers, including the MOG Mall in Malang City, which is one of the malls with the highest number of visitors and reviews. However, some facilities are still considered inadequate by visitors. MOG Mall in Malang City is the object of this study, which aims to analyze the influence of facilities and service quality on visitor satisfaction. 100 respondents were randomly selected using a purposive sampling technique, and quantitative research methods were applied along with explanatory research methods. Data analysis was conducted using multiple linear regression, including partial and simultaneous hypothesis testing. The study findings show that visitor satisfaction is positively and significantly influenced by high-quality facilities and services. Therefore, improving comfortable facilities and responsive service needs to be a priority to increase visitor satisfaction.Keywords: Facilities, Service Quality, Visitor Satisfaction
ANALYSIS OF DIGITAL MARKETING STRATEGY IMPLEMENTATION USING THE SOSTAC MODEL APPROACH AT MAKASSAR STATE UNIVERSITY Burhanuddin, Burhanuddin; Aswar, Nurul Fadilah; Putra, Muh. Al Fatah Arief
Jurnal Manajemen Vol 6, No 1 (2026): February
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/jm.v6i1.76397

Abstract

Abstract: This study analyzes the implementation of Makassar State University's (UNM) digital marketing strategy using the SOSTAC Model approach, which encompasses six strategic elements: Situation, Objectives, Strategy, Tactics, Action, and Control. Using a descriptive qualitative approach and triangulation methods, data were collected through in-depth interviews, observations of UNM's official digital channels, and documentation studies of promotional activities. The results indicate that UNM has an adequate digital infrastructure, but still faces challenges in terms of content relevance, low engagement, and a communication style that is not aligned with the characteristics of Generation Z. A SWOT analysis shows the potential for strengthening the institution's image through digital storytelling, the use of TikTok, and campus community involvement. Strategic recommendations include adopting the 5S framework and the 7P marketing mix, strengthening the KPI-based monitoring system, and establishing a responsive and adaptive digital team. This study emphasizes the importance of structured and data-driven digital marketing planning in improving the competitiveness and positioning of higher education institutions in the era of digital transformation, especially in recruiting prospective students.Keywords: Digital Marketing, SOSTAC, College, Communication Strategy, Generation Z
THE INFLUENCE OF ORGANIZATIONAL EXPERIENCE ON ENTREPRENEURIAL INTENTION THROUGH ENTREPRENEURIAL ATTITUDES IN STUDENTS FACULTY OF ECONOMICS UNIVERSITAS NEGERI MAKASSAR Ruma, Zainal; Agus, Agus; Haslip, M. Azwar; Nurfadillah T, Rezki; Darmawinata, Widhi Nugraha Sumiharja
Jurnal Manajemen Vol 6, No 1 (2026): February
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/jm.v6i1.76553

Abstract

Abstract: This study aims to examine and analyze the influence of entrepreneurial literacy and organizational experience on entrepreneurial intentions through entrepreneurial attitudes in Makassar State University students. The results of this study found that organizational experience has a positive and significant effect on entrepreneurial attitudes in FE UNM students. Organizational experience has a positive and significant effect on entrepreneurial intentions in FE UNM students. Entrepreneurial attitudes have a positive and significant effect on entrepreneurial intentions in FE UNM students. Organizational experience has a positive and significant effect on entrepreneurial intentions through entrepreneurial attitudes in Makassar State University students.Keywords: Organizational Experience, Entrepreneurial Attitude, Entrepreneurial Intention
SCENT OF SOFT PROPAGANDA IN NATION BRANDING: TOURISM MARKETING STRATEGIES IN THE “WONDERFUL INDONESIA” CAMPAIGN Haeruddin, Muhammad Ilham Wardhana; Putra, Muh. Al Fatah Arief; Hardiyanti, Andi Aryani
Jurnal Manajemen Vol 6, No 1 (2026): February
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/jm.v6i1.77252

Abstract

Abstract: This study critically examines the ideological dimensions of the Wonderful Indonesia campaign as a contemporary manifestation of soft propaganda within the practices of nation branding and tourism marketing. Framed through the lens of Critical Discourse Analysis (CDA) based on Fairclough’s three-dimensional model, this research investigates how visual, linguistic, and symbolic representations operate as instruments of persuasion that construct Indonesia’s national identity within the global tourism arena. Data were collected through multimodal analysis of official campaign materials distributed across digital platforms, including the Ministry of Tourism and Creative Economy’s website, YouTube, Instagram, and TikTok, supported by secondary documents and scholarly sources. The findings reveal that Wonderful Indonesia integrates aesthetic visuals, emotional narratives, and cultural symbolism to portray Indonesia as a harmonious, inclusive, and exotic nation while subtly reinforcing neoliberal and nationalistic ideologies. The campaign functions not only as a promotional initiative but also as a mechanism of symbolic governance where marketing, diplomacy, and ideology converge under the logic of digital capitalism. Furthermore, the study identifies the emergence of participatory propaganda in the digital era, wherein audiences contribute to reproducing state narratives through social media engagement mediated by algorithmic visibility. Theoretically, this study contributes to the critical understanding of nation branding as an ideologically charged practice that negotiates power among the state, market, and media. Practically, it underscores the importance of adopting ethical, reflective, and inclusive communication strategies in national branding ones that balance aesthetic appeal with narrative authenticity and social responsibility.Keywords: Nation branding, Soft propaganda, Critical Discourse Analysis, Tourism marketing, Wonderful Indonesia

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