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All Journal Jurnal Manajemen Terapan dan Keuangan JPBM (Jurnal Pendidikan Bisnis dan Manajemen) Ekonomi Bisnis International Research Based Education Journal Jurnal Pendidikan Ekonomi & Bisnis JPM (Jurnal Pemberdayaan Masyarakat) SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan Dinasti International Journal of Management Science International Journal of Economics Development Research (IJEDR) JBMR: Journal of Business and Management Review International Journal of Economy, Education and Entrepreneurship (IJE3) Jurnal Abdi Masyarakat Indonesia Journal of Applied Business, Taxation and Economics Reseach PRIMA : Portal Riset dan Inovasi Pengabdian Masyarakat JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS (JHSSB) Jurnal Pengabdian kepada Masyarakat Indonesia (JPKMI) East Asian Journal of Multidisciplinary Research (EAJMR) International Journal of Humanities Education and Social Sciences BISMA (Bisnis dan Manajemen) Journal of Finance and Business Digital (JFBD) Asian Journal of Management Analytics International Journal of Asian Business and Management (IJABM) Riset Ilmu Manajemen Bisnis dan Akuntansi IIJSE Maneggio International Journal of Economics and Management Sciences International Journal of Business and Quality Research
Titis Shinta Dhewi, Titis
Universitas Negeri Malang
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Social Media Marketing and Its Influence on Brand Equity: The Mediating Role of Word of Mouth and E-Word of Mouth Dhewi, Titis Shinta; Kurnianto, Mickhael
Jurnal Pendidikan Ekonomi Dan Bisnis (JPEB) Vol. 11 No. 01 (2023): Jurnal Pendidikan Ekonomi & Bisnis (DOAJ & SINTA 2 Indexed)
Publisher : Faculty of Economics, Universitas Negeri Indonesia,Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21009/JPEB.011.1.1

Abstract

The purpose of this study is to examine the nexus between social media marketing and brand equity, and the role of word of mouth and electronic in mediating this connectivity word of mouth. A quantitative approach with a descriptive explanatory design is employed to estimate the link between the variables observed. The study adopts purposive sampling technique with a sample size of 200 participants, and data is analyzed using Path Analysis with Warp-PLS 3.0. The findings indicate that social media marketing positively influences brand equity, and both word of mouth and e-word of mouth play a vital role in escalating brand equity. The study also confirms the mediating role of word of mouth and e-word of mouth in explaining the connectivity between social media marketing and brand equity. The results suggest that the assimilation and educational-based tourism management can promote tourism through social media to enhance the value of tourist attractions’ names, encouraging the public to enlarge in word-of-mouth promotion.
Entrepreneurial Sustainability Pathways: Navigating Family Education, Economic Literacy, Innovation Capability, and Entrepreneurial Competence (Empirical Study in Tempe Sanan Industry Village) Surya, Eka Putri; Rahayu, Wening Patmi; Dhewi, Titis Shinta
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 1: Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i1.8529

Abstract

The study aims to analyze the influence of economic literacy and family economic education on business sustainability, with innovation capabilities and entrepreneurial competence as mediation variables in Tempe Sanan Industrial Village, Malang City. A quantitative approach was used through an explanatory research method with 158 respondents and SEM-PLS analysis. The results show that economic literacy and family economic education have a significant effect on business sustainability, both directly and through innovation capabilities and entrepreneurial competence. However, the results of the study also found that economic literacy had no effect on the mediating variables of entrepreneurial competence and the variables of entrepreneurial competence could not mediate the influence of economic literacy on business sustainability. These findings underscore the importance of the role of family economic education and economic literacy in shaping sustainable, adaptive, and innovative businesses in the midst of dynamic market competition.
Membangun Brand Inklusif: Strategi Branding dan Pemasaran untuk Produk Usaha Mikro Kecil Menengah Difabel Eko Saputra, Priangga; Dhewi, Titis Shinta; Agus P, Afwan Hariri; Muhammad, Naufal Dzakwana; Dinata, Daffa Hikary Sukma
Jurnal Pemberdayaan Masyarakat Vol 10 No 2 (2025): November
Publisher : Direktorat Penelitian dan Pengabdian kepada Masyarakat (DPPM)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21067/jpm.v10i2.12417

Abstract

This Community Partnership Program was implemented to enhance the capacity of micro, small, and medium enterprise (MSME) actors with disabilities in Banyuwangi in the areas of branding and digital marketing. The program was specifically designed to address challenges of accessibility, social stigma, and limited access to technology faced by MSMEs with disabilities in building competitive brands. The activities were carried out through three stages: preparation stage in the form of coordination and socialization, implementation of training using modules (basic branding with an inclusive approach, visual design based on accessible technology, and adaptive digital marketing), and continuous evaluation. The approach used integrates digital accessibility principles and branding strategies that utilize the uniqueness of disability identity as product differentiation. Quantitative achievements showed significant improvements in branding comprehension (73%), brand name development (85%), logo creation (80%), design technology mastery (75%), and digital marketing planning (90%). Qualitative achievements include participants' success in forming brand identities that utilize disability perspectives as unique value, increased self-confidence, motivation, and the ability to transform disability identity into competitive advantage. The program demonstrates the effectiveness of inclusive approaches in strengthening the competitiveness of MSMEs with disabilities sustainably.
Co-Authors Adawiyah, Indah Afifa, Nurul Hildha Afwan Hariri Agnes Dini Mardani Agus Hermawan Agus P, Afwan Hariri Ajeng Atha Ardelia Cahyanti Al Khoirotunnisa Al Mukaromah Dewi Puspita Aulia Fazhra Yuninda Berliana Septi Anggraini Cesya Rizkika Parahiyanti Chicha Fahriana Daris Itsar Samudra Deniswara, Frederik Pradana Dinata, Daffa Hikary Sukma Dinni Kurnianti Dwi Andre Vebriansyah Eko Saputra, Priangga Elfit Maidah Ely Siswanto Feri Andika Prasetya, Feri Andika Fina Ratna Sari Haya Nur Safa’atin Heri Pratikto Hikmawati, Kuncoro Aprilia Indra Muttaqin Ita Prihatining Wilujeng Khoiriyah, Siti Nur Kurnianto, Mickhael Kurniawan, Dediek Tri Ludi Wishnu Wardana M. Nizar Rojabi Madziatul Churiyah Mickhael Kurnianto Mohammad Hari, Mohammad Muchamad Zaini Achsan Muhammad, Naufal Dzakwana Nadhifah Citra Tsani Soraya Naswan Suharsono Niluh Komang Kusuma Yasari Nuari, Karunia Putri Nurmalita Sari Nurul Wahyuni Oktaviani, Rosana Purwanitasari, Lili Puspasari, Shafa' Annisa Putri, Farhani Shauma Wiyana Rachmad Nurofiq Ramantyo Rahma, Deshinta Raisa Rayie Tariaranie Wiraguna Rohmat Silmi, Kevin Ghulaman Sirojuddin, Nur Muhammad Sudarmiatin Sumiati Sumiati Sunariyadi Sunariyadi Sungkar, Alifia Ratna Surya, Eka Putri Syah Reza Al Faisal Syihabudhin Valma Putri Sabella Wening Patmi Rahayu Yatnanta Ramadhana, Yatnanta Yeni Winarti Zutiasari, Ika