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All Journal Jurnal Ilmu Pertanian Indonesia Jurnal Hortikultura Indonesia (JHI) Jurnal Ilmu Tanah dan Lingkungan (Journal of Soil Science and Environment) Journal of Tropical Soils Siscode Jurnal Teknologi Informasi dan Ilmu Komputer Setrum : Sistem Kendali-Tenaga-elektronika-telekomunikasi-komputer Agrokreatif Jurnal Ilmiah Pengabdian kepada Masyarakat Jurnal Ampere Edu Komputika Journal Kultivasi Turbo : Jurnal Program Studi Teknik Mesin Jurnal Penelitian Kelapa Sawit Antivirus : Jurnal Ilmiah Teknik Informatika JATI (Jurnal Mahasiswa Teknik Informatika) CICES (Cyberpreneurship Innovative and Creative Exact and Social Science) Budimas : Jurnal Pengabdian Masyarakat Community Development Journal: Jurnal Pengabdian Masyarakat Abdi Masya International Journal Of Computer, Network Security and Information System (IJCONSIST) Teknika Jurnal Insan Pembangunan Sistem Informasi dan Komputer (IPSIKOM) Jurnal Ilmiah Sistem Informasi dan Ilmu Komputer Sanskara Hukum dan HAM Jurnal Bisnis dan Manajemen West Science West Science Interdisciplinary Studies West Science Interdisciplinary Studies ITIJ West Science Social and Humanities Studies West Science Agro Jurnal Komplikasi Anestesi IPSIKOM INERSIA Modem : Jurnal Informatika dan Sains Teknologi Journal of Computer Science Advancements
Budi Nugroho
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Journal : West Science Interdisciplinary Studies

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Palm Oil in the Millennial Era: The Effects of Digital Campaigns and Public Education on Brand Engagement through Awareness Generation Mediation in West Sumatra Judijanto, Loso; Nugroho, Budi
West Science Interdisciplinary Studies Vol. 3 No. 10 (2025): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v3i10.2336

Abstract

This study investigates the impact of digital campaigns and public education on brand engagement through the mediating role of brand awareness in the palm oil industry of West Sumatra, Indonesia. The research was conducted in response to the growing need for sustainable branding and public perception management within an industry often associated with environmental controversy. A quantitative approach was employed using Structural Equation Modeling (SEM) with Partial Least Squares (SmartPLS 3.0). Data were collected from 115 respondents, primarily millennials, using a five-point Likert scale questionnaire. The results indicate that both digital campaigns and public education have significant positive effects on brand awareness and brand engagement. Moreover, brand awareness plays a partial mediating role, amplifying the indirect influence of digital campaigns and educational initiatives on engagement. The findings confirm the applicability of the Stimulus–Organism–Response (S-O-R) model, illustrating that digital and educational stimuli (S) enhance awareness (O), which subsequently drives engagement (R). The study contributes theoretically by integrating digital marketing communication and sustainability education into the brand engagement framework, and practically by offering strategies for improving consumer trust and advocacy through transparent, educational digital content.
Co-Authors -, Rahmat AA Sudharmawan, AA Achmad Azhari Sidik Adi Laksono, Surya Afif Faishal Ageng Setiani Rafika Agung Karuniawan Agung Mustika Rizki Agung Supriyanto, Agung Ahmad, Raudah Akbar, Fawwaz Ali Akhmad Ridconi Alliah, Rahmadina Alwi, Salma Anandyawati, . Anas Dinurrohman Susila Anggraeni, Fetty Tri Anny Yuniarti Anugerah, Rico Putra Arafah, Salsabilla Putri Arif Agus Yulianto Arini, Rani Eka Atang Sutandi Awandi, Nadhif Mahardika Baba Barus Basuki Rahmat Masdi Siduppa Cale, Wolnough Cicilia Puji Rahayu Darda Effendi Debi Unsilatur Utami Dedi Nursyamsi Dermawan, Rahmansyah Dermawan Desi Nadalia Dian Koswara Edwar, Feabri Kurniawan Erlina Rahmayuni, Erlina Ernawati Eso Solihin Eva Yulia Puspaningrum Fachlevi, Muhammad Reza Fajar Setyawan, Handi Faridah Faridah Fernando Sitorus, Alberth Ghoni, Ruzlaini Hadi, Surjo Hari Agung Hayatu, Aiun Herning Indriastuti Heru Bagus Pulunggono Ibayasid Ibrahim, Mohd Tarmizi Indriyati, Lilik Tri Islam, Muhammad Qamarul Jamaldi, Agus Jepriani, Sujiati Jie, Lie Joko Suryono Judijanto, Loso Juniardi, Salim Kamil, Insan Karminto, Karminto Kristiawan, Y. Yulianto Kukuh Murtilaksono Kurniawan, Abdi Lestari, Tri Rahayu Kuwat Margono Margono Mas Diyasa, I Gede Susrama Maulana, Haris Maulana, Hendra Miftahul Nuril Silviyah Muhammad Muharrom Al Haromainy Mustika Rizki, Agung Nadia Nuraniya Kamaluddin Noviala Dwijayanti, Ayunda Noviana Prima Nurwijayanti Oki Dwi Endras Setyo Oscar, Schersclight OWB, Sektalonir Prihatin, Kukuh purbaningtyas, daru Purwono Purwono Purwono, Purwono Putrawirawan, Ashadi RAHAYU WIDYASTUTI Rahmat Rahmat Rahutomo, Suroso Ramadhan, Nur Muhammad Rengga, Fedrian Ahmadthur Reza Hanjaya Rija Sudirja Roedy Kristiyono, Roedy RR. Ella Evrita Hestiandari Santoso, Dwi Andreas Santoso, Sri Fuji Septiani, Nia Siswo Wardoyo Siti Nurzakiah Soelistianto, Farida Arinie Sri Ayu Winarti Sri Djuniwati Sri Indrawanti, Annisaa Sugiarto, Anton Sugimin . Sugiyanta Sujiati Jepriani Sukma, Azizah Marwa Sumarsih, Enok SUNARNO Suria Darma Tarigan Suroso , Priyo Suroso, Priyo Syaiful Anwar Teguh Firmansyah Tistro, Rafian Tumingan Untung Sudadi Vita Via, Yisti Wahid, Radical Rakhman Wardana, Amir Wibowo, Haryo Bagus Widiawati, Dhiana Dwi Wiyono Wiyono Yasmuna , M. Rajiv Yisti Vita Via Yusuf, Sri Malahayati