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Hajar Dewantara
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Jl. Pendidikan I No.27, Tidung, Kec. Rappocini, Makassar City, South Sulawesi 90222 Indonesia
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INDONESIA
Indonesian Journal of Business and Entrepreneurship Research
Published by Universitas Negeri Makassar
ISSN : 29854636     EISSN : 29854644     DOI : https://doi.org/10.62794/ijober
Core Subject : Economy, Social,
Economics, Econometrics & Finance Social Sciences
Focus and Scope Entrepreneurship education Government policy on entrepreneurship Entrepreneurship in ethnic enclaves Self-employment among immigrants Entrepreneurship among minority groups Indigenous entrepreneurship Gender and entrepreneurship Entrepreneurship in developing and transitional countries Entrepreneurship and ethics Intrapreneurship Entrepreneurial marketing, leadership, and management Knowledge entrepreneurship and entrepreneurial learning organisations Social entrepreneurship Family business and entrepreneurship Sustainable entrepreneurship and parallel entrepreneurship e-Entrepreneurship Part-time entrepreneurship Home-based entrepreneurship
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Pemasaran
Articles 16 Documents
 1   2 
The Effect of Entrepreneurship Training and Business Assistance on Strengthening the Role of MSME Players Assisted by PLUT-KUMKM in South Sulawesi Province Nirwana Nirwana; Muhammad Rakib; M. Ihsan Said Ahmad; Syamsu Rijal; Muhammad Hasan
Indonesian Journal of Business and Entrepreneurship Research Vol. 1 No. 1 (2023): Vol. 1, No. 1, January 2023: Indonesian Journal of Business and Entrepreneurshi
Publisher : Department of Business and Entrepreneurship, Faculty of Economics and Business, Universitas Negeri Makassar

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Abstract

This research was conducted to determine the effect of entrepreneurship training and business assistance on strengthening the role of MSME actors assisted by PLUT KUMKM Prov. South Sulawesi Makassar City. By using quantitative methods and sample collection, namely probability sampling. With partial and simultaneous tests. The results of this study are that there is a significant influence between entrepreneurship training and business assistance on strengthening the role of MSME actors assisted by PLUT-KUMKM Prov.South Sulawesi Makassar City. Partially, entrepreneurship training (X1) has an effect on strengthening the role of MSME actors and business assistance has an effect but not significant on strengthening the role of MSME actors. The percentage of the influence of entrepreneurship training and business assistance assisted by PLUT KUMKM South Sulawesi Province is 33.3%.
Generative AI in Digital Marketing Strategy: Transforming Brand Communication and Consumer Engagement Halim Dwi Putra; Juwita Azizah
Indonesian Journal of Business and Entrepreneurship Research Vol. 4 No. 1 (2026): Vol. 4, No. 1, February 2026: Indonesian Journal of Business and Entrepreneursh
Publisher : Department of Business and Entrepreneurship, Faculty of Economics and Business, Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62794/ijober.v4i1.23

Abstract

The rapid adoption of generative artificial intelligence (AI) in digital marketing has transformed how businesses communicate with consumers and build brand engagement. However, small and medium-sized enterprises (SMEs) in peripheral regions such as Bengkalis Island still face challenges in adopting advanced digital marketing tools due to limited technological literacy, marketing capabilities, and access to digital resources. This study explores the role of generative AI in enhancing digital marketing strategies to strengthen brand communication and consumer engagement among local businesses in Bengkalis Island. The importance of this topic lies in the growing need for SMEs in remote and island regions to remain competitive in the digital economy while adapting to emerging AI-driven marketing technologies. Using a mixed-method approach within a community service framework, the study involved digital marketing training, generative AI workshops, and mentoring sessions for local entrepreneurs. Data were collected through surveys, interviews, and observational evaluation of participants’ digital marketing practices before and after the program. The findings indicate that the integration of generative AI tools significantly improved participants’ ability to produce marketing content, enhance brand storytelling, and increase online consumer interaction. These results highlight the potential of generative AI as a practical and scalable solution for strengthening digital marketing capabilities in geographically peripheral communities
The Influence of Personality and Entrepreneurship Education on Interest in Entrepreneurship Faculty of Economics and Business Students with Attitude of Entrepreneurship as Intervening Variable Andika Isma; Muhammad Rakib; Muhammad Satrio Mubaraq; Melati Suci
Indonesian Journal of Business and Entrepreneurship Research Vol. 1 No. 1 (2023): Vol. 1, No. 1, January 2023: Indonesian Journal of Business and Entrepreneurshi
Publisher : Department of Business and Entrepreneurship, Faculty of Economics and Business, Universitas Negeri Makassar

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Abstract

Indonesia is a country that has a very large population and has abundant sources of wealth. The more developed a country, the more experts needed. There will be competition for jobs which causes an imbalance between the small number of jobs and the increasing number of job applicants. In addition, this can also increase the number of unemployed in a country. The most appropriate solution to reduce the number of unemployed is by entrepreneurship. Someone can open jobs to overcome the problem of unemployment that occurs due to the limited number of jobs provided by the government. This study aims to determine the direct and indirect effects of the influence of personality, entrepreneurship education on interest in entrepreneurship, with entrepreneurial attitudes. This study uses a quantitative approach with a descriptive explanatory type which describes the relationship between variables with a population of 153 students. The sampling technique used Proportional Random Sampling totaling 62 students of the Faculty of Economics and Business, Makassar State University. The results of the study show that directly and indirectly the influence of personality, entrepreneurship education with entrepreneurial attitudes has a significant effect on the interest in entrepreneurship. Based on the results of the research that has been done, this research can be a source of information or reference for teaching staff or lecturers in order to improve the quality of entrepreneurship education received by students and personality plays a role in improving the mindset in entrepreneurship skills.
The Influence of Motivation, Business Capital and Marketing Strategy on MSMEs Development during the Covid-19 Pandemic in Takalar Regency Agus Syam; Nur Armika Amir; Hajar Dewantara; Muhammad Jufri
Indonesian Journal of Business and Entrepreneurship Research Vol. 1 No. 1 (2023): Vol. 1, No. 1, January 2023: Indonesian Journal of Business and Entrepreneurshi
Publisher : Department of Business and Entrepreneurship, Faculty of Economics and Business, Universitas Negeri Makassar

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Abstract

The purpose of this study is to find out and analyze how the influence of motivation, business capital and marketing strategy on the development of MSMEs during the COVID-19 pandemic in Takalar Regency. This study uses quantitative methods with data collection instruments in this study, namely questionnaires, observations and documentation. Informants in this study were 71 SME in Takalar Regency. Based on the results of the study, the results of the partial test showed that the motivational variable had no and insignificant effect on the development of MSMEs during the COVID-19 pandemic in Takalar Regency, while business capital and marketing strategies had a significant and significant impact on the development of MSMEs during the COVID-19 pandemic in Takalar Regency. Based on the test results, motivation, business capital and marketing strategies simultaneously have a significant and significant impact on the development of MSMEs during the COVID-19 pandemic in Takalar Regency.
Strategy to Increase Added Value of Coffee Commodity for Bentenge Coffee in Mallawa District Maros Regency Hikmah Maulidyanti; Marhawati Marhawati; Nurdiana Nurdiana; Muh. Ihsan Said; Rahmatullah Rahmatullah
Indonesian Journal of Business and Entrepreneurship Research Vol. 1 No. 1 (2023): Vol. 1, No. 1, January 2023: Indonesian Journal of Business and Entrepreneurshi
Publisher : Department of Business and Entrepreneurship, Faculty of Economics and Business, Universitas Negeri Makassar

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Abstract

This study aims to describe the internal factors and external factors that influence the increase in the added value of coffee commodities at Bentenge Coffee in Mallawa District, Maros Regency and determine strategies that can be applied to increase the added value. This research is a type of qualitative research with a descriptive approach with informants selected based on the determination of informant criteria that have been designed previously. The instrument used is a semi-structured research instrument which is validated by the instrument validator. The results of the study show that the strategy that can be implemented in increasing the added value of the Bentenge Coffee business is an aggressive strategy, namely 1) Improving the quality of human resources to take advantage of science and technology developments and supporting a more varied diversification of processed coffee products, 2) Improving the quality and distinctive taste so that it can take advantage of trends drinking coffee and a wide market reach, and 3) Utilizing the availability of raw materials, production processes with more sophisticated tools and technology to add product variants and improve product packaging so that they are better known as local products that are in demand by consumers.
Financial Literacy Analysis of Brick Business Actors in Bontotangnga Village, Bajeng District, Gowa Regency Muh. Yahya; Andi Naila Quin Azisah Alisyahbana; Ilham Abu; Rizka Aisyah Nurjannah
Indonesian Journal of Business and Entrepreneurship Research Vol. 1 No. 1 (2023): Vol. 1, No. 1, January 2023: Indonesian Journal of Business and Entrepreneurshi
Publisher : Department of Business and Entrepreneurship, Faculty of Economics and Business, Universitas Negeri Makassar

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Abstract

This study aims to determine the financial literacy of brick business actors in Bontotangnga Village, Bajeng District, Gowa Regency. This study uses a qualitative approach to the type of phenomenological research. Data collection techniques were carried out by interviews, observation, and documentation. The results of the study show that each entrepreneur has not utilized the services and products of existing financial institutions. Even though the services of financial institutions will greatly assist busi ness transactions and can facilitate the expansion of sales. The results of this study found that the opening of a brick business was due to the basic factors inherited from their parents' business. Brick entrepreneurs are also influenced by suppliers of raw materials, so that output and fluctuations in raw materials will affect production costs which ultimately reduce profits, especially for brick entrepreneurs who do not record income and expenses in their business activities.
Media Literacy, Consumer Trust, Product Prices, Distribution, and Purchasing Decisions in Online Business: A Study of Students at Satya Wiyata Mandala University Dian Anugrah Sanusi; Aris Widodo; Letarius Tunjanan
Indonesian Journal of Business and Entrepreneurship Research Vol. 1 No. 1 (2023): Vol. 1, No. 1, January 2023: Indonesian Journal of Business and Entrepreneurshi
Publisher : Department of Business and Entrepreneurship, Faculty of Economics and Business, Universitas Negeri Makassar

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Abstract

This study aims to determine the effect of media literacy, consumer trust, product prices, distribution on purchasing decisions through online business. This study uses a quantitative research approach. The population of this study were all students in the city of Makassar who had purchased products online and the total sample was 91 respondents, taken by probability sampling. Data collection techniques in the form of distributing questionnaires through google form. The data analysis technique used is statistical analysis using SPSS. The results of the study show that media literacy, consumer trust, product prices, product distribution have a significant influence on purchasing decisions in online businesses. This research contributes to the development of economics, especially in the field of online business and online business people to see the prospects of online-based marketing activities, as a consideration in determining the next marketing strategy given the growing development of online-based marketingusion
The Effect of Entrepreneurial Literacy and Self-Efficacy on Entrepreneurial Intention of Entrepreneurship Students at Univesitas Negeri Makassar Fajriani Azis
Indonesian Journal of Business and Entrepreneurship Research Vol. 1 No. 2 (2023): Vol. 1, No. 2, May 2023: Indonesian Journal of Business and Entrepreneurship Re
Publisher : Department of Business and Entrepreneurship, Faculty of Economics and Business, Universitas Negeri Makassar

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Abstract

This study aims to determine the effect of entrepreneurial literacy and self-efficacy partially and simultaneously on entrepreneurial intentions in entrepreneurship students at Universitas Negeri Makassar. This research includes descriptive quantitative research with a population of 255 students. Determination of the sample using propionate stratified random sampling technique and obtained a sample of 72 students. Data were obtained through distributing questionnaires with a Likert scale. The analysis technique used is descriptive statistics and inferential statistics. The results showed that both partially and simultaneously, entrepreneurial literacy and self-efficacy have a positive and significant effect on entrepreneurial intention of entrepreneurship students at Universitas Negeri Makassar. The results of this study mean that the higher the entrepreneurial literacy and self-efficacy of students both partially and simultaneously will increase the entrepreneurial intention of entrepreneurship students of Universitas Negeri Makassar.
Analysis of Business Development Strategies as an Effort to Increase the Selling Value of Souvenirs Typical of Tanjung Bira Beach Bulukumba District Ilham Abu; Ridwan Ridwan; Nur Halim
Indonesian Journal of Business and Entrepreneurship Research Vol. 1 No. 2 (2023): Vol. 1, No. 2, May 2023: Indonesian Journal of Business and Entrepreneurship Re
Publisher : Department of Business and Entrepreneurship, Faculty of Economics and Business, Universitas Negeri Makassar

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Abstract

This study aims to determine and analyze the souvenir business development strategy, especially in the souvenir carving business typical of Tanjung Bira Beach which is appropriate so as to increase the selling value. This research is categorized as qualitative descriptive research using SWOT analysis, namely the IFAS and EFAS matrix which are identified as important factors from both the internal environment and the external environment in the form of strengths, weaknesses, opportunities, and threats from the typical souvenir business of Tanjung Bira Beach. Based on the results of the analysis, the strategy generated in this study is in quadrant 1 (one), namely the aggressive or growth strategy quadrant (growth-oriented strategy), where the total score of strengths and weaknesses is 2.95 while the total score of opportunities is 2.94. The position of this quadrant is very favorable because it can be maximally marketed by implementing marketing mix policies such as improving product quality, expanding promotions, maintenance, and improving service quality that support the aggressive growth of business products typical of Tanjung Bira Beach.
Application of Business Model Canvas as a Business Strategy in Creative Economy Businesses in The Field of Photography in Makassar City Annisa Paramaswary Aslam
Indonesian Journal of Business and Entrepreneurship Research Vol. 1 No. 2 (2023): Vol. 1, No. 2, May 2023: Indonesian Journal of Business and Entrepreneurship Re
Publisher : Department of Business and Entrepreneurship, Faculty of Economics and Business, Universitas Negeri Makassar

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Abstract

This research aims to find out how the application of the canvas business model has been carried out by creative economy business actors in the field of photography and provide alternative strategy options to develop their business. This research is descriptive research with a qualitative approach, data collection techniques are carried out using observation, interview, and documentation methods. The results of this study indicate that the business run by creative economic businesses in the field of photography is part of a business model canvas consisting of 9 blocks where the results of the SWOT analysis that has been carried out, there are four strategic options for creative economic businesses in the field of photography consisting of strengths opportunities (SO), weakness opportunities (WO), strength threats (ST), and weakness threats (WT). Of the four strategy options, the right strategy to be developed in the creative economy business in photography is weakness opportunities (WO). From the results of the mapping that has been carried out by researchers using the business model canvas and alternative strategies, researchers assess that businesses that have been running can apply the business model canvas as an alternative business model and the strategies that have been given by researchers can be implemented by creative economic businesses in the field of photography to increase business income.

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