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Muh. Rizal S
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Business Research and Administration Innovation (BRAIN)
Published by Universitas Negeri Makassar
ISSN : 30641446     EISSN : -     DOI : DOI: https://doi.org/10.32457/brain.v2i1.26
Core Subject : Economy, Science, Social,
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences
usiness Research and Administration Innovation (BRAIN) is a national, open access, peer-reviewed academic journal, which is published by Faculty of Social science and law , Universitas Negeri Makassar As a medium of interaction for academic community, practitioners and other related parties about their research results and new thoughts in the fields of business, management and entrepreneurship, BRAIN publishes quarterly (April, August, and December). Therefore, BRAIN publishes high quality manuscripts, in form of empirical papers (priority). So far, BRAIN has been indexed in Directory of Open Access Journal (DOAJ), Google Scholar, Science and Technology Index (Sinta) and Garba Rujukan Digital (GARUDA).
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Strategi dan Menejemen
Articles 40 Documents
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The Effect Of Product Innovation On Purchasing Decisions For Afour Pinky Beauty In Barru District Arizkha Ainun Islamay Arizkha Ainun Islamay; Muh. Rizal S; Novayanti Sopia Rukmana; Risma Niswaty; Yusi Irensi Seppa
Business Research and Administration Innovation Vol. 3 No. 1 (2026): BRAIN - APRIL
Publisher : Fakultas Ilmu Sosial dan Hukum

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32457/brain.v3i1.55

Abstract

This study aims to find out how the influence of product innovation on product purchasing decisions at afour pinky beauty in Barru district. This research uses quantitative research methods. Data collection techniques carried out are through observation, questionnaires, and documentation. The sample used in this study was 89 consumers of Afour Pinky Beauty in Barru District. The data obtained from the research results were processed using data analysis and using the SPSS 25 application which consisted of validity tests, reliability tests and descriptive statistical analysis and inferential analysis of the data obtained. The results showed that product innovation and purchasing decisions for afour pinky beauty variables in Barru district had a significant influence. This was proven based on the results of a simple linear regression test and a correlation coefficient test of 0.736, which means that the relationship between product innovation and purchasing decisions is strong. And the determinant coefficient test ????2 was obtained at 0.542, which means that the effect of product innovation on purchasing decisions for Afour Pinky Beauty products in Barru Regency obtained a value of 54.2% while the remaining 45.8% was influenced by other factors.
The Effect Of Service Quality And Price On Purchasing Decisions At Id Express Tamalate Makassar Branch Emy Safitri; Aslinda; Maya Kasmita; Risma Niswaty; syarifuddin
Business Research and Administration Innovation Vol. 3 No. 1 (2026): BRAIN - APRIL
Publisher : Fakultas Ilmu Sosial dan Hukum

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32457/brain.v3i1.56

Abstract

This study aims to determine the effect of service quality and price on purchasing decisions at the ID Express Tamalate Makassar branch. Respondents in this study were users of ID Express services, Tamalate Makassar Branch, with a total sample of 100 respondents. The sampling technique used purposive sampling technique with data collection using a questionnaire. The data obtained were processed using SPSS 25, which consisted of validity and reliability tests on research instruments, classical assumption tests, multiple linear regression analysis and hypothesis testing. The results showed that the service quality variable had a positive and significant partial effect on purchasing decisions at ID Express, Tamalate Makassar Branch. The price variable has a partially positive and significant effect on purchasing decisions at ID Express, Tamalate Makassar Branch. The variables of service quality and price simultaneously have a positive and significant effect on purchasing decisions at ID Express, Tamalate Makassar Branch. This was proven based on the Correlation Test, T Test, F Test, and the Coefficient of Determination Test on the data obtained.
Analysis Of Competitive Strategy For Grocery Stalls (Study On Herianto’s Grocery Stalls, Camba-Camba Village, Batang District, Jeneponto Regency) Hendriani; Muhammad Darwis; Sulmiah; Aris Baharuddin; Jamaluddin
Business Research and Administration Innovation Vol. 3 No. 1 (2026): BRAIN - APRIL
Publisher : Fakultas Ilmu Sosial dan Hukum

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32457/brain.v3i1.57

Abstract

This study aims to determine how the competitive strategy of Herianto grocery stalls and inhibiting and supporting factors in Herianto grocery stalls, Camba-camba village, Batang district, Jeneponto regency. This type of research is descriptive qualitative research. Data collection techniques in this study through observation, interview, and documentation methods. Data analysis techniques in this study use data condensation, data presentation and conclusions. The results of this study show that in order for Herianto grocery stalls to remain competitive in the same industry, Herianto grocery stalls can choose several strategies that are in accordance with the internal and external conditions of grocery stalls. The strategy that can be used at Herianto's grocery stall is to use the WO strategy where the purpose of the WO strategy is to improve internal weaknesses by taking advantage of external opportunities. The strategy is obtained from the results of SWOT analysis and by looking at business competition factors, namely, the threat of substitute poduk, the threat of competitors, the threat of new competitors, the bargaining power of suppliers, the bargaining power of consumers. The inhibiting factor is the lack of business capital so that consumers still cannot buy wholesale and the stall building is still narrow. The supporting factors are the completeness of goods, ease of shopping by implementing a 2-week payment system and implementing a delivery system.
Fear of Missing Out (FOMO) in Ready-to-Drink Coffee Consumption among Young People in Makassar Siti Syarifah Wafiqah Wardah; Eureka Try Zarazwanty R. Laega; Zulfahmi Zulfahmi
Business Research and Administration Innovation Vol. 3 No. 1 (2026): BRAIN - APRIL
Publisher : Fakultas Ilmu Sosial dan Hukum

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32457/brain.v3i1.59

Abstract

This study aims to: (1) deeply understand the Fear of Missing Out (FOMO) phenomenon in ready-to-drink coffee consumption among young people in Makassar City, and (2) explore how FOMO shapes consumption behavior patterns in social contexts and social media use. The theoretical framework encompasses consumer behavior theory, FOMO in social psychology, and the influence of social media on purchasing decisions. This research employs a descriptive phenomenological qualitative approach through in-depth interviews with 16 informants aged 17–29 years in Makassar. Thematic analysis was applied. Results show: first, FOMO manifests as a real and significant phenomenon in ready-to-drink coffee consumption, expressed through curiosity toward viral products, impulse to follow trends, and fear of being left out of social experiences; second, FOMO shapes consumption patterns through three main mechanisms social media trends (Instagram and TikTok as amplifiers), peer group pressure, and the need for social identity and existence. The convenience of ready-to-drink format serves as a catalyst shortening the distance between FOMO-driven impulse and actual purchase. The novelty lies in qualitative exploration of FOMO in practical beverage consumption in Indonesian urban settings. Findings contribute to the theoretical understanding of FOMO as a consumer behavior determinant with practical implications for coffee businesses and policymakers.
Process Consultation in Improving the Effectiveness of Regional Police Competent Sub-Division Groups: A Qualitative Study Alifia Ainun Rizky; Arsianita Nur Fattah
Business Research and Administration Innovation Vol. 3 No. 1 (2026): BRAIN - APRIL
Publisher : Fakultas Ilmu Sosial dan Hukum

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32457/brain.v3i1.60

Abstract

This study examines the effectiveness of the Competency Sub-Division (Subbagkompeten) group at the Human Resources Bureau (Ro SDM) of the X Regional Police using a qualitative approach with the group-level diagnostic model from Cummings and Worley (2015). The study aims to describe the dynamics of group effectiveness in terms of input, goal clarity, task structure, group composition, group functioning, and work norms, and to design appropriate interventions. Data were collected through semi-structured interviews with six participants (one sub-division head, one affairs officer, and four administrative non-commissioned officers), supported by observations, questionnaires, and document studies from September to December 2022. Data analysis was conducted using verbatim and stream analysis approaches. The results show that the overall effectiveness of the Sub-Division is in the high category, but there are significant problems in the group functioning component, particularly related to the lack of personal initiative in decision-making and dependence on external communication on a single personnel. These findings cause obstacles to achieving group output. Based on the diagnostic results, this study recommends process consultation intervention as an appropriate approach to improve communication, interpersonal relationships, and overall group effectiveness. This research provides a practical contribution to police organizations in managing human resources at the work group level
Artificial Intelligence In The Workplace: A Systematic Literature Review Of Psychological Impact, Employee Well-Being, And Managerial Implications Alifia Ainun Rizky
Business Research and Administration Innovation Vol. 3 No. 1 (2026): BRAIN - APRIL
Publisher : Fakultas Ilmu Sosial dan Hukum

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32457/brain.v3i1.61

Abstract

Artificial intelligence (AI) has fundamentally changed the way humans work, interact, and make decisions in organizational settings. This article presents a systematic literature review of empirical research published between 2020 and 2024, focusing on the psychological impact of AI on employees, its implications for workplace well-being, and the challenges and opportunities in human resource management (HRM). Using a qualitative-narrative approach, 30 articles from internationally reputable journals were analyzed using an antecedent-phenomenon-consequence framework. The findings indicate that the adoption of AI in the workplace has a dual impact: on the one hand, it increases efficiency, work engagement, and data-driven decision-making; on the other hand, it raises anxiety, technostress, and fear of job loss. Moderating variables such as trust in AI, career orientation, and psychological resilience play a significant role in determining individual responses to AI-based changes. Theoretical and practical implications for lecturers, managers, and policymakers are discussed in depth.
The Determinants of Earnings Management in Indonesian Public Companies Leonardo Davidsi Sipayung; Fitriana; Eureka Try Zarazwanty R Laega
Business Research and Administration Innovation Vol. 3 No. 1 (2026): BRAIN - APRIL
Publisher : Fakultas Ilmu Sosial dan Hukum

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32457/brain.v3i1.62

Abstract

Indonesia is the biggest economy in the southeast Asia. This paper investigates the earnings management behavior of Indonesian public firms. The earnings management activities have been divided into three parts. Namely, accrual earnings management, real earnings management and fraud detection. Our findings indicate that earnings management activities are common for Indonesian firms. Firm size and asset growth have significant relationship associated, with various directions, with both accrual earnings management and real management activities for Indonesian firms. We also find that firm size, asset growth, ROE, and debt ratio consistently have significant relationship to real earnings management. In predicting the possibility of Indonesian firm to commit financial fraud, we find that manipulating gross margin, sales growth, depreciations and expenses related to sales and general administration is common seen from fraudulent firms in Indonesia.
Profiling Green Property Consumers: A Demographic Analysis of Purchase Intention for Residential Units with Urban Farming Concepts in Makassar City Zulfikar; Muhammad Novrizal Ramadhan
Business Research and Administration Innovation Vol. 3 No. 1 (2026): BRAIN - APRIL
Publisher : Fakultas Ilmu Sosial dan Hukum

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32457/brain.v3i1.63

Abstract

Although the trend toward environmentally friendly housing (green property) continues to rise, mass marketing strategies often prove ineffective due to highly heterogeneous consumer preferences. This study aims to dissect the demographic characteristics of consumers in Makassar City and analyze how differences in age and educational attainment influence their knowledge, perceptions, attitudes, and purchase intentions regarding housing concepts integrated with urban farming. Utilizing data from 196 respondents, this research applies comparative descriptive analysis and Multi-Group Analysis (MGA) via SEM-PLS. The findings reveal a clear polarization in preferences: the young productive age group (20–29 years old) and highly educated consumers (Bachelor's/Postgraduate degree holders) possess significantly higher ecological literacy and perceived benefits compared to other groups. These results challenge conventional market assumptions and provide actionable insights for property developers to execute precision niche marketing strategies based on demographics in Makassar City.
Employability Skills Developed through Internship Experiences in PLN Customer Service Units Aryan Agus Pratama; Fatimah Akbal
Business Research and Administration Innovation Vol. 3 No. 1 (2026): BRAIN - APRIL
Publisher : Fakultas Ilmu Sosial dan Hukum

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32457/brain.v3i1.64

Abstract

The development of the contemporary labor market demands that university graduates possess not only technical skills but also interpersonal and professional competencies that support work readiness. In this context, internship programs serve as a critical vehicle for developing employability skills through authentic work experiences. This study aims to identify and describe the employability skills developed through the internship experiences of Business Administration students at the Customer Service Unit (ULP) of PT PLN (Persero). A descriptive qualitative approach was employed, with data collected from student internship reports, in-depth interviews, and documentation. Data were analyzed using Qualitative Content Analysis (QCA) through the processes of open coding, categorization, and theme abstraction. The findings reveal that the employability skills developed encompass two principal dimensions: hard employability skills and soft employability skills. Soft employability skills developed more prominently than hard employability skills, attributable to the nature of work in the Customer Service Unit, which demands intensive customer interaction and coordination within an organizational setting. The combination of these skills also constitutes transferable competencies that contribute to long-term employability. This study yields implications for curriculum development and internship programs oriented toward the integration of technical and non-technical skills in preparing graduates for the professional world.
From City Branding Narratives to Consumer Experience: The Role of Culinary SMEs in Shaping City Image Fahrian Arsyam Gultom; Eureka Try Zarazwanty R. Laega; Nurhasni Muis
Business Research and Administration Innovation Vol. 3 No. 1 (2026): BRAIN - APRIL
Publisher : Fakultas Ilmu Sosial dan Hukum

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32457/brain.v3i1.66

Abstract

Culinary-based city branding has increasingly been adopted as a strategic approach to enhance urban competitiveness and local economic development. This study aims to examine the role of culinary small and medium-sized enterprises (SMEs) in translating the city branding narrative of “Makassar Kota Makan Enak” into tangible consumer experiences. Employing a qualitative descriptive approach, this study is based on document analysis of official government publications, tourism reports, and relevant academic literature. The findings indicate that culinary SMEs function as strategic actors in shaping the experiential dimension of city branding by directly interacting with consumers and visitors. The effectiveness of the city branding initiative is influenced not only by the consistency of branding messages at the policy level, but also by the degree of alignment between branding narratives and everyday business practices of SMEs. Structural challenges, including limited branding literacy and uneven business capacity, may contribute to potential misalignment between brand promises and consumer experiences. This study contributes conceptually to the city branding and SME branding literature by emphasizing the importance of alignment between macro-level branding narratives and micro-level business practices. The findings highlight the need for collaborative and facilitative approaches in strengthening culinary-based city branding initiatives.

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