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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.
Building Community-Based Economy At Neighborhood (RT) Level Through People’s Business And Digital Sales: Implementation Study Of WarungRakyat Application Firdaus, Diky; Derajad Wijaya, Hery; Rudiarto, Sabar; Utama, Andyan Pradipta; Sugiharjo, Joko; Pradopo, Loeky Rono
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.
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.
Co-Authors Abdul Gani Abdul Rahmat Anggita Trisia Nauli Derajad Wijaya, Hery Dewi Murtiningsih Diky Firdaus Natalia Dewi Prihatini Raden Joko Sugiharjo Reva Muhammad Adhiansyah Rudiarto, Sabar Supriyatno Tomi Kristian Utama, Andyan Pradipta Wibowo, Kuncoro