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Pengaruh Influencer Endorsement dan Content Marketing terhadap Minat Beli Gen-Z Pengguna Tiktok pada Produk Antarestar di Kota Makassar
Alvian Hijrah
; Anwar Anwar
; Rahmat Riwayat Abadi
; Siti Hasbiah
; IlmaWulansari Hasdiansa
Populer: Jurnal Penelitian Mahasiswa
Vol 5
, No 1
(2026)
The rapid development of social media, particularly TikTok, has transformed digital marketing strategies by emphasizing influencer endorsement and content marketing to reach Generation Z consumers. This generation is characterized by high social media usage and strong responsiveness to visual content and influencer recommendations. This study aims to analyze the effect of influencer endorsement and content marketing on the purchase intention of Generation Z TikTok users toward Antarestar product...
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Pengaruh Pemasaran Media Sosial terhadap Niat Beli Ulang Melalui Perceived Value Konsumen Produk Skintific : Studi pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Negeri Makassar
My Sarah Imran
; Anwar Ramli
; Siti Hasbiah
; Isma Azis Riu
; Rahmat Riwayat Abadi
Riset Ilmu Manajemen Bisnis dan Akuntansi
Vol 3
, No 3
(2025)
This study aims to analyze the effect of social media marketing on repurchase intention of Skintific products through perceived value by consumers, especially among students of the Faculty of Economics and Business, Makassar State University. The type of research used in this study is quantitative research with an explanatory approach. The population in this study consisted of active students who use Skintific products, with a sample of 150 respondents selected using purposive sampling technique...
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Analisis Pengaruh Intention to Boycott & Brand Exposure terhadap Purchase Decision Melalui Brand Image pada Produk Scarlett Whitening di Kota Makassar
Andi Shinta Ria Oktaviani
; Chalid Imran Musa
; Nurul Fadilah Aswar
; Zainal Ruma
; Rahmat Riwayat Abadi
Maeswara : Jurnal Riset Ilmu Manajemen dan Kewirausahaan
Vol 3
, No 4
(2025)
This study aims to determine the effect of Intention to Boycott and Brand Exposure on Purchase Decision mediated by Brand Image on Scarlett Whitening products in Makassar City. This research uses a quantitative approach with a causal design. The population in this study is the community of Makassar City who have used or are familiar with Scarlett Whitening products. The sample was taken using a non-probability sampling method with a purposive sampling approach, and 105 respondents were obtained....
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Penguatan Branding Produk Dangke sebagai Produk Unggulan Kabupaten Enrekang
Rahmat Riwayat Abadi
; Andi Mustika Amin
; Syahir Fadli
; Ridfan Rifadly Abadi
; Kartika Septiary Musa
Kolaborasi : Jurnal Hasil Kegiatan Kolaborasi Pengabdian Masyarakat
Vol 3
, No 2
(2025)
Dangke is a local food product with high nutritional value that has become an inseparable part of the culture and economy of the community. It is made from traditional cheese typical of Enrekang Regency. Despite having great potential as a superior regional product, Dangke micro, small, and medium enterprises (MSMEs) face various obstacles, especially regarding short product durability (expiration date), simple packaging, lack of product innovation, and less than optimal marketing reach. Therefo...
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Meningkatkan Penjualan Produk Melalui Pemanfaatan Digital Marketing pada Kerajinan Tenun Sutera
Ridfan Rifadly Abadi
; Rahmat Riwayat Abadi
; Annisa Paramaswary Aslam
; Khaidir Syahrul
; Andi Dewi Angreyani
Publikasi Hasil Pengabdian dan Kegiatan Masyarakat
Vol 2
, No 3
(2024)
Digital development in urban and rural areas is developing unevenly. The development of technology and information tends to still be centered in urban areas. This then makes it difficult for rural communities to compete in increasing their product sales because of limited access to technological tools and information. In addition, people in rural areas still use traditional marketing methods in marketing their products. Through the use of digital marketing, it is hoped that people will be able t...
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