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Sendi Ramdhani
Universitas Terbuka
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Journal : INTERNATIONAL JOURNAL OF CULTURAL AND SOCIAL SCIENCE

 1 
EVALUATION OF THE ADIWIYATA SCHOOL PROGRAM IN AN EFFORT TO DEVELOP A PANCASILA STUDENT PROFILE STRENGTHENING PROJECT Fatmawati Hiola; Tita Rosita; Sendi Ramdhani
International Journal of Cultural and Social Science Vol. 6 No. 4 (2025): International Journal of Cultural and Social Science
Publisher : Pena Cendekia Insani

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53806/ijcss.v6i4.1176

Abstract

This study aims to analyze the influence of Word of Mouth, Direct Marketing, and Digital Marketing on Brand Awareness through Event Marketing as a mediating variable. The research employs a quantitative approach with survey methods involving 505 respondents. Data analysis was conducted using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The findings indicate that all paths in the model are statistically significant. Word of Mouth, Direct Marketing, and Digital Marketing each have a significant direct effect on Event Marketing and Brand Awareness. Moreover, Event Marketing significantly mediates the relationship between the three independent variables and Brand Awareness. These results highlight the importance of integrating communication strategies to effectively build brand awareness through interactive and experiential channels.
Co-Authors Abdul Mujib Afriani Afriani Amalia Sapriati Andri Nurcahyono, Novi Andriani, Farida Andriyani, Setiya Annisa Nurlaela Artanti, Yuli Astri Dwi Jayanti Suhandoko Bachtiar Bachtiar Baehaki, Imam Bahasa Indonesia, Bahasa Indonesia Budi Pratikno, Budi Candini Fatmawati Derlina Zai Didi Suryadi Ela, Neng Fatmawati Hiola Firdaus, Fery Muhamad Fitria Amastini Happy Karlina Marjo Harry Dwi Putra Harry Dwi Putra, Harry Dwi Hartingsih, Hartingsih Hartiningsih Hartiningsih Hasratuddin Hasratuddin Hedi Budiman Hery Widijanto Hidayat, Andi Reza I. Isfarudi Irfan, Ahmad Isfarudi Isfarudi Isnawan, Muhamad Galang Isti Rokhiyah Jalil, Jefri Nurdin Abdul Jalil, R Jefri Nurdin Abdul  Jodi, Sutriyana Karso Karso kiki ratnaning arimbi Krisnadi, Elang Kusumasari, Dyah Kusumastuti, Mimin Nurjhani Laksmini, Margareta Diana Maharani, Arry Rekno Ulta Maman Rumanta Manalu, Meyanti Martalina, Maria Noviana Mery Noviyanti Muhammad Amin Fauzi Muhammad, Guntur Maulana Murip, Dorli Nita Rahayu Novi Andri Nurcahyono Nur Asih Nur Asih, Nur Nurchayono, Novi Andri Paillin, Bongga Pannen, Paulina PUJI LESTARI Puryati Puryati Puryati Puryati, Puryati Puspitasari, Kristanti Ambar Rani Sugiarni Razali, Fazilah binti Redo Andi Marta, Redo Andi Resti Haryanti Sidebang Riandi Marisa Rokhiyah, Isti Rovel Lufitos Sembiring, Maximus Gorky Siti Julaeha, Siti Sri Dewi Nirmala Sudarno Sudarno Sudirman Sufyani Prabawanto, Sufyani Sufyati HS Suhandoko, Astri Dwi Jayanti Syafruddin Syafruddin Syahril Syahril Syaiful Huda Syifa'ana, Sri Wulan Sylvia, Sylvia Tatag Yuli Eko Siswono Then, Yoana Merilla Kurniawan Thesa Kandaga Tian Belawati, Tian Tita Rosita Tita Rosita Tri Dyah Prastiti Wakhudin Widyyatun Ni'amah, Ika Wisata, Widya Yarmi, Gusti Yumiati Yustiara, Dana YUYUN ELIZABETH PATRAS, YUYUN ELIZABETH