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Muh. Yushar Mustafa
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Southeast Asia Journal of Business, Accounting, and Entrepreneurship
Published by PT Smart Media Makassar
ISSN : -     EISSN : 30312906     DOI : -
Core Subject : Economy, Social,
Economics, Econometrics & Finance Social Sciences
Southeast Asia Journal of Business, Accounting, and Entrepreneurship (SAINS) is a journal that primarily focuses on scholarly empirical and theoretical research articles. Through a peer-reviewed process, this journal then aims to publish the above research articles that have a contribution to the business, accounting, and entrepreneurship fields. SAINS publishes 4 times every year (March, June, September, and December) online and open access. ISSN 3031-2906 (ONLINE)
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 40 Documents
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The Effect of Service Quality, Price, and Location on Customer Loyalty through Customer Satisfaction Imel, Imel; Nurjannah, Nurjannah; Munawir, Munawir
Southeast Asia Journal of Business, Accounting, and Entrepreneurship Vol. 2 No. 4 (2024): DECEMBER 2024 - SAINS
Publisher : PT Smart Media Makassar

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Abstract

This study aims to determine the effect of service quality, price and location on customer loyalty through customer satisfaction as an intervening variable at Daily Coffee, Palopo, South Sulawesi, Indonesia. The sample in this study amounted to 105 people. The types and sources of data used in this study are qualitative and quantitative data types. Data collection used in this study by conducting observations and questionnaires. Primary data in this study is data obtained from respondents' responses to the statement items he asked in the questionnaire which were obtained either directly or indirectly while secondary data in this study is a source that does not directly provide data to data collectors, for example documents and interviews. The data collected was then analyzed using multiple regression analysis methods with the help of the Smart-PLS program. The results showed that service quality, price and location on customer loyalty through customer satisfaction as an intervening variable at Daily Coffee Palopo, which means that the hypothesis in this study is accepted.
Cocoa Cultivation Development to Improve the Economy of Farmers in Sidrap, South Sulawesi Parawansa, Ayu Kartini; Kalla, Rastina; Aslam, Annisa Paramaswary
Southeast Asia Journal of Business, Accounting, and Entrepreneurship Vol. 3 No. 1-3 (2025): MARCH TO SEPTEMBER 2025 - SAINS
Publisher : PT Smart Media Makassar

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Abstract

The aim of this study is to evaluate the impact of training and development programs on improving cocoa cultivation practices among farmers in Sidrap District, South Sulawesi, and to assess their knowledge and skills in disease control, productivity technology, and market strategies. This is a community-based intervention study using a mixed-methods approach, combining both qualitative and quantitative assessments to measure the impact of the training program. The study was conducted in the Betao Riawa Mampise farmer group in Sidrap District, South Sulawesi, from August 2024 to November 2024. The study involved 22 cocoa farmers from the Betao Riawa Mampise group. The participants were provided with extension sessions covering cocoa disease management, eco-friendly farming practices, and the use of technology for increased productivity. In addition, a digital marketing workshop was held to train farmers on utilizing platforms like Facebook and Tokopedia to sell cocoa products. Pre- and post-training assessments were conducted to measure improvements in knowledge and skills. A survey was also administered to evaluate the overall impact of the program. The training program effectively improved the farmers' knowledge of cocoa disease management, eco-friendly farming practices, and digital marketing strategies. This non-invasive approach could significantly enhance cocoa production and marketing, offering a sustainable way to increase income for cocoa farmers in Sidrap District. However, further support in technology access is necessary to ensure that all farmers benefit equally.
Age of Ultron: Exploring the Transformational Leadership Influence on Marketing Innovation of SMEs (An Investigation Based on the 4I Model of Burns) Mustafa, Muh. Yushar; Ismail, Md. Daud; Haeruddin, M. Ikhwan Maulana; Natsir, Uhud Darmawan; Idris, Muh. Ma'ruf; Akbar, Abdi; Mariñas-Acosta, Caroline
Southeast Asia Journal of Business, Accounting, and Entrepreneurship Vol. 3 No. 1-3 (2025): MARCH TO SEPTEMBER 2025 - SAINS
Publisher : PT Smart Media Makassar

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Abstract

Leadership is a critical factor in safeguarding the development of SMEs’ marketing innovation. The literature shows that the concept of transformational leadership has gained significant scholarly attention recently. However, there is a scarcity of empirical research on the role of transformational leadership style within the context of small and medium-sized enterprises (SMEs). Additionally, existing studies mainly focus on developed countries ignoring the unique contextual setting of developing countries. In line with such a phenomenon, this study addresses the research gaps by investigating the role of transformational leadership in SMEs’ marketing innovation strategy. The scope of this study is SMEs in the Makassar region of Indonesia. In addition, this study was conducted from July 2024 to February 2025. Through the analysis of the existing studies and the preceding theoretical frameworks, this study identifies several key characteristics of transformational leadership that contribute to the innovative practices of SMEs in Makassar. As such, for theoretical implications, the finding of this study suggests that transformational leadership enhances creativity, encourages risk-taking, and fosters an organisational culture conducive to innovation, ultimately driving the growth and competitiveness of SMEs in the region. For managerial implications, this study offers several insights that may be beneficial for SME owners, especially in helping SMEs to be more highly innovative.
The Role of Artificial Intelligence on Employee Performance: A Literature Study Haeruddin, M. Ikhwan Maulana
Southeast Asia Journal of Business, Accounting, and Entrepreneurship Vol. 3 No. 1-3 (2025): MARCH TO SEPTEMBER 2025 - SAINS
Publisher : PT Smart Media Makassar

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Abstract

This literature review delves into the multifaceted impact of artificial intelligence (AI) on employee performance across a variety of sectors, including technology, healthcare, finance, and manufacturing. As organizations increasingly adopt AI technologies, understanding their implications becomes crucial for optimizing workforce effectiveness. The review investigates how AI enhances productivity by automating routine tasks, thereby freeing employees to engage in more strategic and creative activities. Furthermore, it explores the role of AI in improving decision-making processes by providing real-time data analytics, which enables employees to make informed choices that drive organizational success. In addition to productivity and decision-making, the review addresses the influence of AI on job satisfaction. By alleviating mundane workloads, AI fosters a more engaging work environment, contributing to higher employee morale and retention rates. However, the review also highlights the challenges associated with AI integration, such as potential job displacement, the skills gap, and ethical concerns regarding bias and privacy. By synthesizing findings from recent studies, this review not only provides insights into the evolving relationship between AI and human workforce dynamics but also identifies key themes, trends, and gaps in the existing literature. Ultimately, it offers a comprehensive understanding of AI's role in shaping employee performance, laying the groundwork for future research and practical applications in organizational settings.
The Impact of Social Media Influencers on Consumer Behaviour: An Analysis Based on Promotion Mix Haeruddin, M. Ilham Wardhana
Southeast Asia Journal of Business, Accounting, and Entrepreneurship Vol. 3 No. 1-3 (2025): MARCH TO SEPTEMBER 2025 - SAINS
Publisher : PT Smart Media Makassar

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Abstract

By synthesizing a wide range of existing literature, this study provides a comprehensive overview of the current landscape, revealing how influencers operate within the intricate web of social media. Additionally, the article analyses several case studies that illustrate the effectiveness of influencer marketing campaigns across different industries. These case studies serve to uncover the specific mechanisms through which influencers impact consumer behaviour, such as creating a sense of trust, fostering community engagement, and enhancing brand visibility. The findings underscore the critical importance of authenticity in influencer partnerships; consumers are more likely to respond positively to influencers who are perceived as genuine and relatable. Moreover, the research emphasises the role of engagement in driving consumer action. Influencers who actively interact with their audience tend to create stronger emotional connections, leading to increased brand loyalty and higher conversion rates. The study also discusses the strategic incorporation of influencers into the broader promotional framework, suggesting that marketers should consider factors like audience alignment, content relevance, and the timing of campaigns. In conclusion, the article offers practical recommendations for marketers looking to harness the power of influencer partnerships effectively. By understanding the dynamics of influencer marketing and its impact on consumer behaviour, brands can craft targeted strategies that resonate with their audiences, ultimately enhancing their marketing effectiveness in the competitive digital landscape. This research contributes valuable insights for both academics and practitioners in the field of marketing.
The Skywalker Saga: A Bibliometric Analysis on Product Innovation in the Era of Artificial Intelligence Mustafa, Muh. Yushar; Mustafa, Riad; Haeruddin, M. Ikhwan Maulana; Putra, Muh. Al Fatah Arief
Southeast Asia Journal of Business, Accounting, and Entrepreneurship Vol. 3 No. 1-3 (2025): MARCH TO SEPTEMBER 2025 - SAINS
Publisher : PT Smart Media Makassar

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Abstract

Product innovation is a key driver of economic growth and corporate competitiveness. Artificial intelligence (AI) is revolutionising product innovation, influencing how products are developed, marketed and used. This study aims to map the research landscape on product innovation and AI through bibliometric analysis. Data are collected from scientific publication databases such as Google Scholar, Scopus, and Web of Science, covering publications from 2000 to 2023. Bibliometric analysis is performed using VOSviewer and Publish or Perish software to identify publication trends, author collaborations, research themes, and keywords. As for theoretical contribution, the results of the study show a significant increase in related publications, strong interdisciplinary collaboration, and dominant research themes such as the use of AI in product design, AI-based market analysis, and smart product development. As for managerial contribution, this study provides insights into the challenges and opportunities associated with the use of AI for product innovation, which can help companies make more informed decisions and drive innovation in various industrial sectors.
Artificial Intelligence and Social Media Marketing: A Conceptual Study Muh. Yushar Mustafa
Southeast Asia Journal of Business, Accounting, and Entrepreneurship Vol. 4 No. 1 (2026): MARCH TO JUNE 2026 - SAINS
Publisher : PT Smart Media Makassar

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Abstract

Artificial Intelligence, or Ai, is reshaping social media marketing by enabling more precise targeting, faster content production, and improved measurement of consumer responses. This conceptual study examines how AI systems influence marketing strategy, operational practices, and customer engagement across social media platforms. The paper integrates prior scholarship in AI adoption, digital marketing, and algorithmic communication to develop an analytic framework explaining key mechanisms and outcomes. Specifically, it conceptualizes AI-enabled social media marketing through four interrelated constructs: (1) algorithmic decision-making and personalization, (2) content generation and optimization, (3) predictive analytics and performance attribution, and (4) governance, ethics, and sustainability of marketing effectiveness. The study addresses a central problem in the literature: while research frequently documents technological capabilities, it is less explicit about how AI reshapes marketing processes end-to-end and what conditions moderate benefits and risks. The objective is to propose an integrative conceptual model that clarifies the causal pathways through which AI contributes to engagement and conversion, and to identify boundary conditions linked to data quality, platform incentives, user trust, regulatory constraints, and brand–audience alignment. By synthesizing evidence from peer-reviewed research, industry-facing measurement standards, and governance perspectives, this study offers guidance for scholars seeking to operationalize conceptual variables and for practitioners aiming to implement AI responsibly.
A Conceptualisation for Business Sustainability: A Green HRM Perspective M. Ikhwan Maulana Haeruddin
Southeast Asia Journal of Business, Accounting, and Entrepreneurship Vol. 4 No. 1 (2026): MARCH TO JUNE 2026 - SAINS
Publisher : PT Smart Media Makassar

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Abstract

Green Human Resource Management (Green HRM) has emerged as a pivotal strategy for aligning organisational people practices with environmental sustainability goals. This conceptual study investigates how Green HRM can be conceptualised as an integrated set of HR policies, practices, and managerial routines that enable firms to pursue business sustainability. The study addresses the persistent problem that sustainability is often operationalised unevenly across organisations, where environmental initiatives may exist without systematic human-capital mechanisms that embed pro-environmental behaviours, competencies, and accountability into day-to-day work. The objective is to provide a structured conceptualisation that links Green HRM to business sustainability outcomes through multiple pathways: (1) employee motivation and behavioural change, (2) organisational capability building and learning, and (3) governance and performance management. Drawing on established theoretical lenses—including the Resource-Based View, the Ability–Motivation–Opportunity framework, institutional theory, and stakeholder perspectives—this study develops a multi-level conceptual model that explains how HR practices such as green recruitment, training and development, performance appraisal, compensation, internal communication, and employee involvement can contribute to environmental, social, and economic dimensions of sustainability. The analysis synthesises prior empirical and conceptual research to articulate propositions and managerial implications. This study concludes by outlining research opportunities for future empirical testing, measurement refinement, and longitudinal validation of Green HRM–sustainability linkages.
Vocational Policy and Entrepreneurship: A Multi-Paradigm Perspective Muh. Ma'ruf Idris
Southeast Asia Journal of Business, Accounting, and Entrepreneurship Vol. 4 No. 1 (2026): MARCH TO JUNE 2026 - SAINS
Publisher : PT Smart Media Makassar

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Abstract

Vocational education and training (VET) policy is frequently justified on grounds of labor-market relevance, productivity, and social inclusion, yet its entrepreneurial consequences remain theoretically fragmented and empirically ambiguous. This study develops a multi-paradigm perspective on how vocational policy shapes entrepreneurship through interlocking mechanisms spanning capabilities, networks, incentives, and institutions. Integrating human-capital-informed views of skill formation, social-capital and network theories of opportunity access, institutional theories of legitimacy and rule-making, and policy-implementation perspectives emphasizing governance and translation, the study explains why policy instruments such as apprenticeship mandates, employer-partner incentives, quality assurance regimes, entrepreneurship curriculum standards, and start-up-support linkages may produce divergent entrepreneurial outcomes across contexts. The research also addresses confounding concerns—selection into vocational pathways, regional differences in entrepreneurial ecosystems, and endogeneity between policy adoption and local economic conditions. A mixed-methods research design is proposed: (1) a longitudinal quasi-experimental quantitative component using propensity-score weighting and difference-in-differences (where feasible) to estimate effects of vocational policy intensity on entrepreneurial intention and venture formation; (2) mediational modeling of capability, network exposure, and perceived feasibility; and (3) qualitative comparative case studies of policy implementation across regions and VET governance models to identify causal processes and boundary conditions. This study concludes with policy implications aimed at improving “entrepreneurship translation”—the conversion of vocational policy capacity-building into sustainable venture creation—by strengthening workplace learning interfaces, legitimacy infrastructures, and post-training entrepreneurial support.
The Investigation-Based Literature on the Reference Group and Buying Intention M. Ilham Wardhana Haeruddin
Southeast Asia Journal of Business, Accounting, and Entrepreneurship Vol. 4 No. 1 (2026): MARCH TO JUNE 2026 - SAINS
Publisher : PT Smart Media Makassar

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Abstract

Buying intention is a central construct in consumer behavior research because it bridges attitudes and the likelihood of action in markets. One of the most influential determinants of buying intention is the reference group—individuals or collectives that consumers use as a benchmark for beliefs, evaluations, and behaviors. This investigation-based literature review synthesizes theory and evidence on how reference groups shape consumer buying intention through mechanisms such as normative influence (pressures to comply), informational influence (belief formation via credible others), value internalization, and identity signaling. Drawing primarily on foundational perspectives from social psychology, consumer socialization, and marketing science, the review connects reference-group effects to established explanatory models including the Theory of Planned Behavior, Social Comparison Theory, and Self-Concept theories. It also integrates more recent developments such as online social influence and platform-mediated word-of-mouth, where visibility, algorithmic curation, and network dynamics alter how social cues are interpreted. Methodologically, the paper emphasizes an “investigation-based” approach: mapping constructs to testable propositions, contrasting causal pathways, and consolidating measurement strategies used in prior empirical studies. The review concludes that buying intention is shaped not only by whether consumers are influenced, but by how, when, and under what conditions influence becomes salient—particularly depending on product type, consumer involvement, cultural context, and trust in the reference source. The paper provides a research agenda for future experimental and longitudinal designs to refine causal inference.

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