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:Non-communicable diseases (NCDs) remain a major health problem in Biringkanaya District, Makassar City, with high rates of obesity, hypertension, high cholesterol, and metabolic disorders. These problems are influenced by…
y an unbalanced diet, low consumption of local foods, and a lack of physical activity. The SIPAKATAU (Synergy of Local Food and Physical Activity) programme was designed to address these issues through nutritional education, my plate demonstrations, physical activity, and the use of locally sourced, easily accessible food to the community. The activities were carried out over a month in Paccerakkang and Berua villages, involving 24 participants, health cadres, and the Paccerakkang community health centre. The intervention included pre-tests, interactive education, hands-on practice, physical activity monitoring, and health checks before and after the activities. The results showed an increase in knowledge from 50% to 75% in the good category, increased implementation of My Plate, and 75% of participants had sufficient physical activity. Health indicators showed improvement, particularly in cholesterol (normal levels increased from 1 to 7 individuals) and uric acid (100% normal). Blood sugar levels showed improvement, while blood pressure and nutritional status required longer-term intervention. The SIPAKATAU programme proved effective in improving community nutrition and health behaviours and is recommended as a model for community-based NCD prevention.
Abstract:This study examines the development of the Rammang-Rammang karst landscape in Maros Regency, South Sulawesi, into a prominent ecotourism destination, through an anthropological perspective. Utilizing qualitative methods—including…
��including in-depth interviews, participant observation, and focus group discussions—this research explores how the local community navigates the rapid shift from a traditional agrarian and riverine lifestyle to a tourism-based economy. Anthropological analysis reveals that while ecotourism provides alternative livelihoods and fosters local pride, it also introduces challenges regarding cultural commodification, shifts in communal values, and spatial contestation. The findings indicate that the local community exercises significant agency by integrating their ancestral kinship networks (siri’ na pacce) into modern tourism management. This cultural adaptation serves as a mechanism for community resilience, ensuring that external commercial pressures do not fully erode local identity. This study concludes that sustainable tourism development in heritage sites like Rammang-Rammang depends on recognizing local communities not merely as stakeholders, but as active cultural custodians of the karst landscape
Abstract:The magnitude of the role of MSMEs as the backbone of the national economy is evidenced from data from the Ministry of Cooperatives and Small and Medium Enterprises for 2022 that the number of MSMEs in South Sulawesi has…
experienced a significant increase and in 2022 it will reach 268,299 units. However, this condition contrasts with Mr. Rahman Robin's MSMEs Mie Basah Manga Tiga, which does not provide optimal results, and sales sometimes experience a decline. The purpose of this service is to develop the Mangga Tiga wet noodle business through digital utilization. One of the government's newest programs in supporting MSME growth is "Ministry of Finance One Supports MSMEs Growing through Digitalization and Globalization Towards Advanced Indonesia". Based on this program, we consider it important to increase the wet noodle business through digitization. The method used is the provision of materials as well as training and assistance regarding the preparation of financial reports, digital marketing and packaging innovation. The results of the activity show that partners are able to compile simple financial reports, partners are able to carry out digital marketing through several online applications, and the new packaging of mangga tiga wet noodles is equipped with a product label which already contains a business license and halal certificate.
Keywords: MSMEs; Wet noodle; Digitization
Abstrak: Besarnya peranan UMKM sebagai tulang punggung perekonomian nasional dibuktikan dari data Kemenkop UKM tahun 2022 bahwa jumlah UMKM di Sulawesi Selatan mengalamai peningkatan yang signifikan dan di tahun 2022 mencapai 268.299 unit. Namun kondisi demikian kontras dengan pelaku UMKM Mie Basah Manga Tiga milik Bapak Rahman Robin yang tidak memberikan hasil yang optimal bahkan penjualan terkadang mengalami penurunan. Tujuan dilaksanakan pengabdian ini adalah untuk mengembangkan usaha mie basah Mangga Tiga melalui pemanfaatan digital. Salah satu program terbaru pemerintah dalam mendukung pertumbuhan UMKM adalah “Kemenkeu Satu Mendukung UMKM Tumbuh melalui Digitalisasi dan Globalisasi Menuju Indonesia Majuâ€. Berdasar dari program tersebut kami menganggap penting meningkatkan usaha mie basah melalui digitalisasi. Metode yang digunakan adalah pemberian materi serta pelatihan dan pendampingan mengenai penyusunan laporan keuangan, pemasaran digital dan inovasi packaging. Hasil kegiatan menunjukkan bahwa mitra sudah mampu menyusun laporan keuangan sederhana, mitra mampu melakukan pemasaran digital melalui beberapa aplikasi online, serta kemasan baru dari mie basah mangga tiga sudah dilengkapi label produk yang di dalamnya sudah terdapat izin usaha dan sertifikat halal.
Kata kunci: UMKM; Mie Basah; Digitalisasi