Abstract:The rapid development of digital technologies has significantly transformed marketing practices and consumer behavior. In recent years, digital marketing, particularly through social media platforms, has become an essential…
ial strategy for firms to enhance consumer engagement and influence purchase decisions. Despite the growing body of literature, the relationships among social media marketing, brand trust, customer preference, and purchase decision remain fragmented across previous studies. Therefore, this study aims to provide a comprehensive overview of the research landscape and identify emerging trends in this field. This study employs a Systematic Literature Review (SLR) combined with bibliometric analysis to examine publications related to social media marketing, brand trust, customer preference, and purchase decision. Data were collected from the Scopus database covering the period from 2021 to 2026. Bibliometric mapping and keyword co-occurrence analysis were conducted using VOSviewer to identify research clusters, thematic structures, and the evolution of research topics. The findings reveal a significant increase in publications on social media marketing and consumer behavior, indicating growing academic interest in this domain. The bibliometric analysis shows that social media marketing acts as a central theme connecting key variables such as brand trust, customer preference, and purchase intention/decision. Furthermore, overlay visualization indicates that emerging research topics include consumer engagement, influencer marketing, electronic word-of-mouth (e-WOM), and perceived value, reflecting a shift toward a more integrated and experiential understanding of consumer behavior in digital environments. This study contributes to the literature by mapping the intellectual structure and research evolution in the social media marketing domain and highlighting potential directions for future research. The findings also provide insights for researchers and practitioners in developing more effective and trust-oriented digital marketing strategies to influence consumer purchase decisions
Abstract:This study investigates factors driving purchase intention toward reject fashion products at factory outlets in Makassar, Indonesia. Reject products garments that fail manufacturer quality control standards but are sold…
legally at discounted prices represent an underexplored segment of circular fashion consumption. Drawing on the Theory of Planned Behavior and the Value-Based Adoption Model, this study tests a structural model in which four antecedents defect transparency, price perception, environmental consciousness, and store reputation influence purchase intention through the mediating role of perceived value. A quantitative survey was conducted with 250 consumers who visited factory outlets in Makassar. Data were analyzed using PLS-SEM via SmartPLS 4.0. Common Method Bias was confirmed absent using Harman's Single Factor Test and Full Collinearity VIF. Results indicate that all four antecedents positively influence perceived value, which strongly predicts purchase intention. Price perception is the dominant driver, followed by store reputation, environmental consciousness, and defect transparency. Perceived value fully mediates the effect of defect transparency and partially mediates the remaining three antecedents. These findings contribute to circular fashion consumer behavior literature and offer practical guidance for factory outlet operators in Eastern Indonesia.
Abstract:This study aims to analyze the role of digitalization and financial inclusion of Micro, Small, and Medium Enterprises (MSMEs) as business sustainability strategies. Digital transformation and inclusive financial access are…
re important factors in increasing the competitiveness of MSMEs in the digital economy era. This research uses a qualitative approach with a case study method on MSMEs in the food and beverage sector. Data collection was carried out through in-depth interviews, observations, and documentation, while data analysis used thematic analysis techniques. The results show that digitalization contributes to improving operational efficiency, expanding market access through digital platforms, and strengthening relationships with customers. On the other hand, financial inclusion facilitates access to formal financial services, such as financing and digital payment systems, thereby supporting more professional business management. The synergy between digitalization and financial inclusion has proven to be able to increase the innovation capacity and productivity of MSMEs, which ultimately encourages business transformation towards a higher scale. However, there are several obstacles faced, such as low digital and financial literacy and limited access to infrastructure. Therefore, support from various parties is needed through training, mentoring, and policies that support the empowerment of MSMEs in a sustainable manner
Abstract:The rapid proliferation of AI-powered marketing technologies in emerging markets poses a fundamental challenge to culturally-grounded micro, small, and medium enterprises (MSMEs): how can algorithmic imperatives be reconciled…
ciled with indigenous value systems that define not only business practice but collective identity? Despite growing research on both AI adoption in SMEs and indigenous knowledge preservation, scholarship rarely examines how traditional values actively mediate rather than merely moderate commercial technology adoption. This study addresses that gap by investigating how MSMEs in Makassar City, Indonesia, negotiate AI marketing integration while preserving siri’ na pacce, the Bugis-Makassar philosophical framework centred on dignity (siri’) and solidarity (pacce). Employing interpretive phenomenology integrated with Community-Based Participatory Research (CBPR), the study conducted 23 in-depth interviews and three focus group discussions with 44 MSME owners and key personnel across traditional culinary, artisan craft, ethnic fashion, and digital service sectors. Template analysis generated four overarching themes: (1) value-based technology discernment, wherein siri’ na pacce operates as an active epistemological filter for evaluating AI tools; (2) strategic selective adoption, wherein enterprises accept algorithmically aligned functions while rejecting culturally incompatible features; (3) cultural indigenization of technology, wherein AI systems are actively reoriented toward communal rather than individualistic ends; and (4) constrained agency under platform power, wherein algorithmic visibility systems penalise cultural non-conformity with market exclusion. These findings challenge technological determinism and advance decolonial computing theory by demonstrating that indigenous values simultaneously enable epistemological agency and are constrained by structural power asymmetries, a duality insufficiently theorised in prior technology adoption frameworks. The study calls for regulatory frameworks establishing indigenous data sovereignty, participatory AI co-design with local communities, and cooperative digital infrastructure as conditions for authentic, rather than performative, cultural integration.
Abstract:This study aims to determine the effect of learning styles on academic achievement, the effect of learning motivation on academic achievement, and the effect of learning styles and learning motivation on academic achievement.…
ment. Sampling was carried out using a simple purposive sampling technique so that 44 students were obtained. Data collection used an online questionnaire. Data analysis used multiple linear regression analysis. The results of the study showed that the partial test (t-test) concluded that learning styles had a significant effect on academic achievement and learning motivation had a significant effect on academic achievement. Based on the F test, it was concluded that learning styles and learning motivation jointly influenced the learning achievement of FEB students at Makassar State University. Therefore, teachers are advised to analyze student learning styles in determining teaching methods and always motivate students to increase the intensity of their learning efforts.
Abstract:This research is motivated by the importance of building customer trust inencourage customer interest and decisions to save regularly at BPR Syariah, especially through strengthening personal selling marketing communication…
ion strategies and positive service experiences. The main theory underlying this research is the Theory of Planned Behavior (TPB). This research aims to analyze (1) the influence of personal selling on saving decisions, (2) the influence of customer experience on saving decisions, (3) to determine whether trust mediates the relationship between personal selling and saving decisions, (4) to determine whether trust mediates the relationship between customer experience and saving decisions at BPRS Baiturridha Pusaka-Bandung. This study uses a quantitative approach through the Structural Equation Modeling–Partial Least Squares (SEM–PLS) method. The sample consisted of 120 active customer respondents of BPRS Baiturridha Pusaka-Bandung selected using a probability sampling technique through a simple random sampling approach, where each member of the population has an equal chance of being selected as a respondent. Data collection was carried out through the distribution of structured questionnaires and analyzed using Smart PLS software version 3.0. The results of the study show that (1) Personal Selling does not influence the decision to save (2) Customer Experience has a positive and significant influence on the Decision to Save (3) Trust is not proven to significantly mediate the relationship between personal selling and the decision to save (4) Trust is proven to significantly mediate the relationship between customer experience and the decision to save. These findings confirm that in the context of BPR Syariah, positive customer experience is the main factor in forming trust and driving savings behavior
Abstract:In an uncertain economic climate, a large global retailer used AI-powered spend intelligence to move $220 million from indirect operational costs toward high-impact R&D. In a difficult recession, this decisive step boosted…
ed revenue by 11%, demonstrating the transformative impact of effective capital management. This achievement contrasts with "spend blindness," where industry studies show most financial leaders struggle to link expenditure patterns to strategic growth outcomes and resort to reactive cost-cutting. This study addresses this crucial gap. A thorough mixed-methods approach including a global survey of 400 CFOs, longitudinal case studies of ten multinational organizations, and advanced predictive modeling substantiated a new paradigm. Research shows that companies that understand AI-driven spend orchestration develop 7.3% faster than competitors. This premium comes from a 37% improvement in the Growth Efficiency Ratio (GER), a critical statistic for translating savings into innovation, and 5.8 times more strategic investment opportunities than standard financial approaches allow. The Spend Intelligence Quotient (SIQ), a groundbreaking statistic that assesses financial agility through integrated spend monitoring, predictive analytics, and rapid capital reallocation, is key to this advantage. This paper introduces the empirically based Spend Orchestration Framework and the requirements for the 2025 AI Finance Stack to obtain SIQ >80, the empirically proven threshold for sustainable competitive advantage. The message is clear: finance chiefs must go beyond oversight. Today's CFO may use predictive contracting and algorithmic governance to turn spend data into strategic leverage, ensure resilience, and capture disproportionate value in.
Abstract:This study investigates the influence of artificial intelligence (AI) integration on strategic financial management in large corporations. Focusing on a sample of 20 Fortune 500 companies from diverse industries, the research…
earch employs a quantitative, descriptive-analytical approach utilizing secondary data from financial reports and AI system logs. The findings reveal that AI adoption significantly enhances forecasting accuracy, risk identification, and operational efficiency, while also enabling financial managers to redirect resources toward creative and strategic initiatives. However, the study also identifies challenges related to data quality, ethical considerations, and skill gaps in AI utilization. The results highlight the importance of a balanced approach that combines AI-driven insights with managerial intuition to maximize value creation in the digital age.
Abstract:This study aims to examine the influence of marketing content dimensions—namely product content, service content, advertising content, and brand culture—on customer loyalty toward Spotify, which encompasses cognitive, affective,…
, affective, conative, and action loyalty. A quantitative research approach was employed, utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM) and bootstrapping techniques, with data collected from 145 Spotify users through an online survey. The findings reveal that not all marketing content dimensions exert a significant impact on every facet of customer loyalty. Service content and brand culture emerged as the most influential factors in driving action and conative loyalty, whereas product content predominantly affected cognitive and affective loyalty. This research underscores the critical need for tailored content strategies to effectively foster specific types of customer loyalty within the digital streaming service context. The managerial implications of these results provide a foundation for developing more effective, user experience-oriented marketing content strategies.
Abstract:Online marketing is one of the main strategies in increasing business income, including for traditional market traders in South Sulawesi. Although internet penetration in Indonesia, especially in South Sulawesi, continues…
s to grow, many traditional market traders have not utilized digital potential to market their products. This study aims to explore online marketing activities implemented by traditional market traders in Gowa Regency, as well as to analyze their influence on increasing income and the factors that influence their success. Based on literature studies, the use of social media and e-commerce platforms has been shown to increase product visibility and attract more consumers, which in turn can increase sales. However, the adoption of digital technology among traditional market traders is still limited, mainly due to the lack of skills in managing social media accounts and digital platforms. This study uses a qualitative approach with interviews and observation methods of traders in traditional markets in Gowa Regency. The results of the study show that online marketing has a positive influence on increasing trader income, but the level of adoption varies based on factors such as age, education, and business experience. Therefore, digital marketing training and support from the government and trader associations are needed to accelerate the adoption of this technology. This study is expected to provide recommendations for the development of more effective digital marketing strategies for traditional market traders in South Sulawesi, in order to increase competitiveness and strengthen the local economy.