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All Journal Journal of Information System, Applied, Management, Accounting and Research Dinasti International Journal of Education Management and Social Science Jurnal Manajemen dan Bisnis Jayakarta Jurnal Akuntansi dan Manajemen JOURNAL SCIENTIFIC OF MANDALIKA (JSM) Journal of Innovation Research and Knowledge Jurnal Riset sosial humaniora, dan Pendidikan (Soshumdik) Jurnal Pengabdian Masyarakat
Loeky Rono Pradopo
Universitas Mercu Buana
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Brand Awareness Dan Brand Image Sebagai Variabel Mediasi Pengaruh Social Media Marketing Terhadap Purchase Intention Murtiningsih, Dewi; Pradopo, Loeky Rono; Supriyatno
Jurnal Riset Sosial Humaniora dan Pendidikan Vol. 4 No. 4 (2025): Desember: Jurnal Riset Sosial Humaniora dan Pendidikan
Publisher : LPPM Universitas 17 Agustus 1945 Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56444/soshumdik.v4i4.2600

Abstract

The purpose of this study is to determine the effect of social media marketing on purchase intention, to determine the effect of social media marketing on brand awareness, to determine the effect of brand awareness on purchase intention, to determine the role of brand awareness in mediating the influence to determine the effect of social media marketing on brand image, to determine the effect of brand image on purchase intention, to determine the role of brand image in mediating the influence to determine the effect of social media marketing on purchase intention. This study is included in the explanatory category. Determination of the number of samples using the MLE formula. The sampling technique uses simple random sampling. The number of samples in this study was 180 respondents. Data was processed using PLS. The results showed that social media marketing had no effect on purchase intention, media marketing had no effect on brand awareness, brand awareness had no effect on purchase intention, brand awareness did not mediate the influence of social media marketing on brand image, brand image had no effect on purchase intention, brand image did not mediate the influence of social media marketing on purchase intention.
EDUKASI PEMASARAN ONLINE MENGGUNAKAN MEDIA SOSIALPADA UMKM DI KECAMATAN CEMPAKA PUTIH, JAKARTA PUSAT Pradopo, Loeky Rono
BESIRU : Jurnal Pengabdian Masyarakat Vol. 3 No. 2 (2026): BESIRU : Jurnal Pengabdian Masyarakat, Februari 2026
Publisher : Lembaga Pendidikan dan Penelitian Manggala Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62335/besiru.v3i2.2402

Abstract

The rapid development of digital technology requires micro, small, and medium enterprises (MSMEs) to utilize social media as an effective marketing tool to enhance competitiveness and business sustainability. However, many MSME actors still face limitations in knowledge and skills related to the optimal use of online marketing strategies. This community service activity aimed to improve the knowledge and understanding of MSME actors regarding online marketing using social media. The activity was conducted in the form of training and interactive discussions held offline in Cempaka Putih District, Central Jakarta, involving 57 MSME participants. The implementation methods included lectures, discussions, and question-and-answer sessions covering digital marketing strategies, social media utilization, product packaging, and MSME business management. The results showed that participants experienced increased understanding of the importance of digital marketing and the use of social media as a promotional medium. Participants also demonstrated enthusiasm and readiness to apply online marketing strategies in their respective businesses. This activity had a positive impact on enhancing the capacity of MSME actors to expand market reach and improve business competitiveness. However, follow-up activities in the form of practical training and continuous mentoring are needed to ensure the optimal and sustainable implementation of digital marketing strategies.
INCREASING BRAND AWARENESS THROUGH DIGITAL CONTENT MARKETING FOR THE SUISTANABILITY OF MSME BUSINESSES FROM NGO PERMAI, PENANG MALAYSIA Utama, Andyan Pradipta; Pradopo, Loeky Rono; Hudaya, Agung; Zulfikar, Renno Reymond Otto
BESIRU : Jurnal Pengabdian Masyarakat Vol. 3 No. 5 (2026): BESIRU : Jurnal Pengabdian Masyarakat, Mei 2026
Publisher : Lembaga Pendidikan dan Penelitian Manggala Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62335/besiru.v3i5.2515

Abstract

The urgency of the implementation of Community Service aims to open the insight of MSME entrepreneurs about the importance of consumers being aware of the existence of products and brands sold by marketers. In the midst of very tight business competition where the increase in digital marketing has made a lot of new entrepreneurs emerge. The number of new entrepreneurs who compete closely with existing entrepreneurs coupled with the declining purchasing power of the public certainly makes people more selective in buying a product. There is a tendency that consumers will choose products that are known both through the experience of using the product and based on information obtained through various sources. Consumers tend to buy products from well-known brands because they feel more comfortable and consider familiar brands to be more reliable, available, easier to find, and unquestionably quality. Therefore, well-known brands are more likely to be chosen by consumers than lesser-known brands. Brand awareness can be created by business actors by creating attractive digital marketing content so that consumers are aware of the existence of a product and brand. The goals and purpose of this community service activity is to provide introduction and also education to the public, especially those who have a business, that digital content marketing can increase brand awareness and support business sustainability. Based on our observation, the adaptation of the digital concept of content marketing and brand awareness carried out by MSMEs under the auspices of the NGO Indonesian Community Organization (PERMAI), Penang Malaysia has not been optimally implemented. The outputs of this research are publications in online media, activity videos, publications in ICCD journals, Posters and IPR.
Building Community-Based Economy At Neighborhood (RT) Level Through People’s Business And Digital Sales: Implementation Study Of WarungRakyat Application Diky Firdaus; Hery Derajad Wijaya; Sabar Rudiarto; Andyan Pradipta Utama; Joko Sugiharjo; Loeky Rono Pradopo
Dinasti International Journal of Education Management and Social Science Vol. 7 No. 1 (2025): Dinasti International Journal of Education Management and Social Science (Octob
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v7i1.5221

Abstract

This study explores the integration of communal values, physical shelf arrangement (basket marketing), and digital technology through the WarungRakyat application to empower the neighborhood-level economy (RT). Using mixed methods, including surveys, focus group discussions, and Apriori algorithm analysis, this study was conducted in two RTs in Meruya Selatan, Jakarta Barat. The results indicate that the application improved business efficiency and product visibility. Community collaboration (gotong royong) strengthened logistics and participation. The study offers an integrative empowerment model aligned with the SDGs.
Co-Authors Abdul Gani Abdul Rahmat Agung Hudaya Andyan Pradipta Utama Anggita Trisia Nauli Dewi Murtiningsih Diky Firdaus Diky Firdaus Hery Derajad Wijaya Natalia Dewi Prihatini R. Joko Sugiharjo Reva Muhammad Adhiansyah Rudiarto, Sabar Supriyatno Tomi Kristian Wibowo, Kuncoro Zulfikar, Renno Reymond Otto