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All Journal JURNAL BISNIS STRATEGI Journal of Economics, Business, & Accountancy Ventura TECHNOBIZ : International Journal of Business Community Development Journal: Jurnal Pengabdian Masyarakat Yumary: Jurnal Pengabdian kepada Masyarakat Indonesian Community Journal Social Engagement: Jurnal Pengabdian Kepada Masyarakat Journal of Social Sciences and Technology for Community Service Harmoni Economics: International Journal of Economics and Accounting
Angga Febrian
Fakultas Ekonomi Dan Bisnis, Universitas Lampung, Bandar Lampung
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Library & Information Science Public Health Social Sciences Other

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The Role of Social Media Activities to Enhance Brand Equity Angga Febrian; Dhiona Ayu Nani; Lia Febria Lina; Nurul Husna
Journal of Economics, Business, and Accountancy Ventura Vol. 25 No. 1 (2022): April - July 2022
Publisher : Universitas Hayam Wuruk Perbanas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14414/jebav.v25i1.2881

Abstract

The direct impact of the economic downturn due to Covid-19 is mainly perceived by Micro, Small, and Medium Enterprises (MSMEs). This study aims to examine how MSMEs can understand customer needs regarding the provision of social media quality that can improve brand image and brand awareness. The survey was conducted on 145 respondents who had online shopping experience using social media by utilizing the structural equation modeling approach.  Results show that social media quality can increase brand awareness, brand image, and social media marketing activities. Therefore, marketers who use social media can focus on its constituent indicators including content quality, design quality, information quality, interaction quality, contact availability, and contact relevance. Customers will have a high level of brand awareness and a good brand image if marketers can provide social media quality to meet customer demands. While previous studies found that there is a positive relationship between social media marketing activities on brand image and brand awareness, this study shows the opposite result because customers are not affected by the activities carried out by social media. This is considered a usual activity that other marketers also carry out. The implication of this study is that good social media quality is needed to increase brand awareness, brand image, and social media marketing activities.
Pengembangan Bisnis Umkm Melalui Pelatihan dan Pendampingan Pemasaran Digital Satria Bangsawan; Mahrinasari MS; Angga Febrian; Gigih Forda Nama; Khashia Nadia Putri Pramudiyanto; Princhita Nabila Maram Pahlawan
Journal Social Science And Technology For Community Service Vol. 6 No. 2 (2025): Volume 6, Nomor 2, September 2025
Publisher : Universitas Teknokrat Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33365/jsstcs.v6i2.750

Abstract

Kegiatan pengabdian kepada masyarakat bertema Pengembangan Bisnis UMKM melalui Pelatihan dan Pendampingan Pemasaran Digital dilaksanakan di Desa Wisata Pulau Legundi, Kabupaten Pesawaran, dengan tujuan utama meningkatkan kapasitas pelaku UMKM dalam memanfaatkan teknologi digital untuk memperluas jangkauan pemasaran dan meningkatkan daya saing produk lokal. Target khusus kegiatan ini meliputi peningkatan pemahaman pelaku UMKM tentang strategi digital marketing, peningkatan keterampilan dalam pembuatan konten promosi (foto produk, caption menarik), serta kemampuan mengelola media sosial dan platform marketplace secara mandiri. Kegiatan dilaksanakan melalui metode pelatihan langsung berupa sesi materi, praktik, dan studi kasus, serta pendampingan intensif untuk membantu peserta menerapkan langsung ilmu yang diperoleh ke dalam usaha mereka. Sasaran kegiatan adalah 20 pelaku UMKM yang tersebar di Pulau Legundi, dengan lokasi pelaksanaan terpusat di balai desa dan beberapa lokasi usaha mitra. Mitra pengabdian yaitu aparatur desa, pelaku UMKM dan komunitas wisata lokal. Hasil yang diharapkan dari kegiatan ini antara lain meningkatnya literasi digital para pelaku UMKM, terbentuknya akun media sosial usaha yang aktif dan dikelola secara profesional, terciptanya materi promosi visual produk yang menarik, serta meningkatnya eksposur dan potensi penjualan produk lokal Pulau Legundi di pasar digital.
Co-Authors Ayi Ahadiat Dhiona Ayu Nani Dinnisa Tiara Annastasya Dwi Asri Siti Ambarwati Dwi Nugroho Eka Lediyana Fajrin Satria Dwi Kesumah Gigih Forda Nama Hudalil, Ahmad Imam Ahmad Irham Lihan Jufri Yandes Khashia Nadia Putri Pramudiyanto Laili Fadhila Banuwa Lia Febria Lina Mahrinasari MS Mahrinasari MS Mahrinasari MS Megasari Megasari Meydina Cahyani Mutiasari Nur Wulan Mutiasari Nur Wulan Mutiasari Nur Wulan Naufal Rafiqi Anas Nindytia Puspitasari Dalimunthe Nurul Husna Nurul Husna Pindo Riski Saputra Prastowo, Agung Tri Prayudha Ananta Princhita Nabila Maram Pahlawan Princhita Nabila Maram Pahlawan Ribhan Ribhan Rivi Tiara Ayu Rosita Rosita Satria Bangsawan Satria Bangsawan Satria Bangsawan Shalwa Putri Ikhtiarini Yuniarti Fihartini