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All Journal Journal of Sustainable Community Development (JSCD) Ilomata International Journal of Social Science
Prasetyo Hadi
Universitas Pembangunan Nasional "Veteran" Jakarta
Religion Humanities Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Pelatihan Branding dan Digital Marketing Pengelola Obyek Wisata Curug Rahong Desa Cimanggu Kabupaten Pandeglang Retno Dyah Kusumastuti; Prasetyo Hadi; Ria Maria Theresia; Muhammad Ikhsan Amar
Journal of Sustainable Community Development (JSCD) Vol 2 No 2 (2020): Journal Of Sustainable Community Development (JSCD)
Publisher : Sekolah Tinggi Manajemen IPMI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32924/jscd.v2i2.18

Abstract

Desa Cimanggu memiliki potensi sebagai destinasi wisata. Desa ini sendiri sebenarnya juga memiliki salah satu obyek wisata, yaitu Curug Rahong. Namun, sejauh ini Bumdes dan Pokdarwis Desa Cimanggu belum mampu menarik banyak wisatawan untuk datang di desa tersebut. Hal ini dikarenakan belum efektifnya kegiatan pemasaran yang dilakukan oleh Bumdes dan Pokdarwis Desa Cimanggu. Dikarenakan adanya permasalahan tersebut, tim pengabdian dari UPN “Veteran” Jakarta melakukan kegiatan pelatihan branding dan pemasaran digital untuk Bumdes dan Pokdarwis Desa Cimanggu. Pelatihan branding dan pemasaran digital untuk Bumdes dan Pokdarwis Desa Cimanggu dilakukan mulai dari 24 Juni 2020 hingga 10 Juli 2020. Pelatihan dilakukan secara daring melalui tatap maya dan diskusi dengan memanfaatkan platform Google Meet, mengingat tidak memungkinkan untuk melakukan kunjungan ke Desa Cimanggu dikarenakan adanya pandemi Covid – 19. Pelatihan tersebut dilakukan dalam 3 pertemuan, dan materi yang disampaikan adalah mengenai brand destinasi pariwisata, konsep branding dan promosi, serta marketing communication. Kedepannya sesudah pandemi Covid – 19 berakhir, pelatihan dapat dilanjutkan dengan lebih intensif melalui pertemuan tatap muka, Focus Group Discussion (FGD), dan latihan serta praktik lebih lanjut, sehingga pihak Bumdes dan Pokdarwis Desa Cimanggu dapat memiliki kapabilitas branding dan pemasaran digital yang lebih baik
The Impact of Sponsorship and Customer Engagement on Brand Awareness: The Mediating Role of Brand Image Ayu Syispratiwi; Prasetyo Hadi; Maria Assumpta Wikantari
Ilomata International Journal of Social Science Vol. 7 No. 3 (2026): July 2026
Publisher : Yayasan Ilomata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijss.v7i3.2192

Abstract

Intensifying competition in the food and beverage industry has heightened the strategic relevance of sponsorship activities and customer engagement in shaping consumer-based brand outcomes. This study examines the statistical associations between sponsorship programs, customer engagement, and brand awareness, with brand image positioned as an intervening construct, within the specific context of PT Wingsfood’s Mie Sedaap product sampling program in Mampang. Employing a quantitative research design, the study utilized purposive sampling to collect data from N = 280 respondents who had participated in the sampling program. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) with a bootstrapping procedure to assess the significance of the hypothesized relationships. The findings reveal that sponsorship and customer engagement are statistically associated with brand awareness, both directly and indirectly through brand image as a mediating variable. These results underscore the importance of integrating experiential marketing initiatives with interactive consumer engagement strategies to strengthen brand positioning in highly competitive markets.
Co-Authors Ayu Syispratiwi Maria Assumpta Wikantari Retno Dyah Kusumastuti, Retno Dyah Ria Maria Theresia