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All Journal Journal of Information System, Applied, Management, Accounting and Research Jurnal Ekonomi Manajemen Sistem Informasi 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) Mandalika Journal of Business and Management Studies 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.
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.
TRANSFORMATION OF OK OCE MSMES THROUGH DIGITAL CONTENT STRATEGY TO INCREASE BRAND AWARENESS AND COMPETITIVENESS Andyan Pradipta Utama; Loeky Rono Pradopo; Yudo Devianto; Iwan Firdaus
BESIRU : Jurnal Pengabdian Masyarakat Vol. 3 No. 6 (2026): BESIRU : Jurnal Pengabdian Masyarakat, Juni 2026
Publisher : Lembaga Pendidikan dan Penelitian Manggala Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62335/besiru.v3i6.2676

Abstract

The rapid development of digital marketing has intensified business competition and encouraged the emergence of new entrepreneurs, requiring micro, small, and medium enterprises (MSMEs) to strengthen their competitiveness through effective branding strategies. Consumers increasingly prefer well-known brands because they are perceived as more trustworthy, accessible, and capable of delivering consistent quality. Therefore, digital content marketing has become an important instrument for enhancing brand awareness and supporting business sustainability. However, preliminary observations indicated that MSMEs affiliated with OK OCE in Jakarta had not optimally implemented digital content strategies to strengthen their brand identity and market visibility. In collaboration with Universiti Malaysia Terengganu (UMT), this community service program aimed to improve the capacity of MSME entrepreneurs in developing digital content marketing strategies to increase brand awareness and business competitiveness. The activity involved 33 OK OCE MSME members and was conducted through face-to-face workshops, discussions, practical content creation sessions, and mentoring activities. The training materials covered brand awareness concepts, content planning, social media utilization, and the use of simple digital tools such as Canva and CapCut. The evaluation results demonstrated that 88% of participants experienced an increased understanding of digital content marketing and brand awareness, while 70% successfully created or optimized their business social media profiles during the program. Participants also expressed their commitment to implementing structured content plans to support future business development. These findings indicate that community-based digital marketing education effectively enhances MSME capabilities and contributes to sustainable business growth in increasingly competitive digital markets.
The Mediating Role of Repurchase Intention in the Relationship between Satisfaction and eWOM in Online Shopping Behavior Loeky Rono Pradopo; Andyan Pradipta Utama; Diky Firdaus
Jurnal Ekonomi Manajemen Sistem Informasi Vol. 7 No. 6 (2026): Jurnal Ekonomi Manajemen Sistem Informasi (Juli - Agustus 2026)
Publisher : Dinasti Review

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jemsi.v7i6.8747

Abstract

Abstract: This study aims to analyze the role of e-satisfaction in influencing e-WOM, both directly and indirectly through e-repurchase intention, in the context of online shopping behavior. This study uses a quantitative approach with a survey design. Data were collected through a purposive sampling technique from respondents who have shopping experience on a marketplace platform and have made repeat purchases. Data analysis was conducted using PLS to test the research model. The results showed that e-satisfaction has a positive and significant effect on e-repurchase intention and e-WOM. In addition, e-repurchase intention was proven to have a positive and significant effect on e-WOM, and mediates the relationship between e-satisfaction and e-WOM. These findings indicate that customer satisfaction not only drives repurchase intention but also strengthens consumers’ tendency to spread positive things and positive recommendations online. This contribution provides an understanding of the mediation mechanism in the relationship between e-satisfaction and e-WOM, and provides practical implications for platform managers to increase customer loyalty and positive communication through managing satisfying shopping experiences.
EDUKASI PEMASARAN ONLINE MENGGUNAKAN MEDIA SOSIALPADA UMKM DI KECAMATAN CEMPAKA PUTIH, JAKARTA PUSAT Loeky Rono Pradopo
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 Andyan Pradipta Utama; Loeky Rono Pradopo; Agung Hudaya; Renno Reymond Otto Zulfikar
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.
Penggunaan Media Sosial Untuk Meningkatkan Brand Merk Produk Loeky Rono Pradopo; Mulyana Chandra Hadiati; Supriyatno Supriyatno; Evi Dwi Nur Atika; Ayu Kurnisari
Mandalika Journal of Business and Management Studies Vol 4 No 2 (2026): Mandalika Journal of Business and Management Studies
Publisher : Mandalika Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59613/mjbms.v4i2.494

Abstract

Social media has become a strategic channel for companies to build and enhance brand merk produk amid increasingly intense market competition. This study aims to analyze the effect of five dimensions of social media usage—intensity of social media use (X1), quality of social media content (X2), user interaction (X3), trust in information (X4), and promotion effectiveness (X5)—on brand merk produk (Y). A quantitative approach with a survey design was employed, involving 103 respondents who are social media users and consumers of the product under study. Data were analyzed using Structural Equation Modeling with Partial Least Square (SEM-PLS) using SmartPLS version 4, through measurement model (outer model) evaluation, structural model (inner model) evaluation, and hypothesis testing using bootstrapping (5,000 resamples). The results show that the measurement model meets the criteria for good convergent validity and reliability (loading factor > 0.7; AVE > 0.5; Cronbach’s Alpha and Composite Reliability > 0.7), and adequate discriminant validity based on the Heterotrait-Monotrait Ratio (HTMT) criterion. The R-square value of 0.789 indicates that the five dimensions jointly explain 78.9% of the variance in brand merk produk, categorized as substantial. Hypothesis testing shows that intensity of social media use (β = 0.331; t = 3.925; p = 0.000) and promotion effectiveness (β = 0.381; t = 3.964; p = 0.000) have a positive and significant effect on brand merk produk, while quality of content, user interaction, and trust in information show no statistically significant effect at the 5% level. These findings indicate that a high intensity of social media use and effective promotion are the main drivers of brand merk produk improvement, so companies’ social media strategies should be focused on these two aspects.
Co-Authors Abdul Gani Abdul Rahmat Agung Hudaya Andyan Pradipta Utama Anggita Trisia Nauli Ayu Kurnisari Dewi Murtiningsih Diky Firdaus Diky Firdaus Diky Firdaus Evi Dwi Nur Atika Hery Derajad Wijaya Iwan Firdaus Mulyana Chandra Hadiati Natalia Dewi Prihatini R. Joko Sugiharjo Renno Reymond Otto Zulfikar Reva Muhammad Adhiansyah Rudiarto, Sabar Supriyatno Supriyatno Supriyatno Tomi Kristian Wibowo, Kuncoro Yudo Devianto