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All Journal Jurnal Ilmiah Manajemen dan Bisnis (JIMB) Dinasti International Journal of Management Science Journal of Management and Business Innovations Dinasti International Journal of Digital Business Management Jurnal Ilmu Manajemen Terapan (JIMT) Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Formosa Journal of Sustainable Research (FJSR) Jurnal Perspektif Manajerial dan Kewirausahaan (JPMK) Jurnal Informatika Ekonomi Bisnis Jurnal Pengabdian Masyarakat Digital Innovation : International Journal Of Management Journal of Sustainable Economic and Business Kesejahteraan Bersama : Jurnal Pengabdian dan Keberlanjutan Masyarakat
Agung Hudaya
Universitas Mercu Buana
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Social Sciences Other

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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.
Exploring the Existence of Innovative Work Behavior among Government Employees in Meruya Selatan Sub-District Paijan; Hudaya, Agung; Syaifudin; Sugiharjo, Joko
Dinasti International Journal of Economics, Finance & Accounting Vol. 6 No. 4 (2025): Dinasti International Journal of Economics, Finance & Accounting (September - O
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v6i4.5012

Abstract

This study aims to analyze the influence of transformational leadership and organizational justice on innovative work behavior, with work engagement as an intervening variable. The background of this research is based on the increasing demand for innovation in organizations, which requires leadership that inspires change and a fair organizational climate that fosters employee engagement and proactive behavior. The approach used is quantitative, with data collected through questionnaires distributed to 40 respondents selected using a saturated sampling technique. Data analysis was conducted using Structural Equation Modeling - Partial Least Square (SEM-PLS) with the SmartPLS 4.0 software.The results of the study indicate that: (1) transformational leadership has a positive and significant effect on work engagement; (2) organizational justice has a positive and significant effect on work engagement; (3) transformational leadership has a positive and significant effect on innovative work behavior; (4) organizational justice has a positive and significant effect on innovative work behavior; (5) work engagement has a positive and significant effect on innovative work behavior; (6) transformational leadership has a positive and significant effect on innovative work behavior through work engagement; (7) organizational justice has a positive and significant effect on innovative work behavior through work engagement. These findings highlight the essential role of transformational leadership and organizational justice in fostering employee engagement, which in turn enhances innovative work behavior within the organization.
Co-Authors Abdullah, Muhamad Al Faruq Andyan Pradipta Utama Bimaruci, Hazimi Dewi Murtiningsih Djumarno, Djumarno Fathihani, Fathihani Firman Fauzi Firman Fauzi Hapzi Ali Joko Widodo Jubaedah Khilyatin Ulin Noor Loeky Rono Pradopo M. Rizky Mahaputra Nur Endah Retno Wuryandari Paijan Phong Thanh Nguyen R. Joko Sugiharjo Rahul Chauhan Riska Rosdiana Said Djamaluddin, Said Siti Djubaedah Syaifudin Zulfikar, Renno Reymond Otto