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All Journal Budimas : Jurnal Pengabdian Masyarakat Journal of Social Research Jurnal Desain Komunikasi Visual Nirmana Jurnal Ekonomi, Manajemen, Akuntansi
Patria Laksamana
Perbanas Institute
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Analysis of the Influence of Mobile Marketing and Social Media Marketing on Purchase Intention with Customer Engagement as an Intervening Variable in the Property Industry Maula Matin; Patria Laksamana
Journal of Social Research Vol. 2 No. 5 (2023): Journal of Social Research
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/josr.v2i5.932

Abstract

This study is entitled "Analysis of the Effect of Mobile Marketing and Social Media Marketing on Purchase Intention with Customer Engagement as an intervening variable in the Property Industry". The two variables that will be studied in this study Mobile Marketing and Social Media Marketing are used as independent variables. The Purchase Intention variable as the dependent variable and the Customer Engagement variable as the intervening variable. The purpose of this study is to obtain an overview of Mobile Marketing and Social Media Marketing and analyze the relationship of these two variables to Purchase Intention. The empirical study was conducted on internet users in the Jabodetabek area with internet use focused on finding information related to property. The research methods used are survey methods and data collection methods through questionnaires. This study used a sample of 100 respondents. The data analysis method uses SEM (Structural Equation Model) from AMOS 22.0 statistical software. The results of this study show that mobile marketing and social media marketing have a positive impact on customer engagement. From this study it was also found that mobile marketing and social media marketing have no effect on purchase intention. The final conclusion of the study, mobile marketing and social media marketing have a positive impact on the property industry. The presence of both is able to reach a wider market so it needs to be maximized in use.
DIGITAL COMMUNITY SERVICE DEVELOPMENT AND SOCIAL ENTREPRENEURSHIP PT. KERETA API INDONESIA (PERSERO) Patria Laksamana; Saripudin saripudin; Suharyanto Suharyanto
BUDIMAS : JURNAL PENGABDIAN MASYARAKAT Vol 5, No 2 (2023): BUDIMAS : Jurnal Pengabdian Masyarakat
Publisher : LPPM ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/budimas.v5i2.11374

Abstract

PT Kereta Api Indonesia (KAI) menghadapi tantangan besar akibat pandemi COVID-19 yang terus berubah. Dalam upaya untuk bertahan dan tumbuh di tengah ketidakpastian ini, perusahaan ini telah mengadopsi pendekatan adaptasi yang proaktif. Rencana bisnis tahun 2020 - 2024 PT KAI mencakup beberapa elemen kunci, termasuk identifikasi pasar baru dan peluang bisnis potensial, pengembangan strategi pemulihan yang kuat, serta investasi dalam kampanye promosi guna meningkatkan minat penumpang.Salah satu aspek utama dari rencana ini adalah penelaahan ulang pasar dan penyesuaian kebutuhan pelanggan. PT KAI telah memprioritaskan identifikasi pasar baru yang muncul sebagai dampak dari perubahan tren perjalanan akibat pandemi. Ini mencakup peningkatan layanan kereta api jarak jauh yang dapat menjadi alternatif bagi penumpang yang enggan terbang atau menggunakan moda transportasi lain. Selain itu, perusahaan telah merancang strategi pemulihan yang berfokus pada peningkatan kualitas layanan, keamanan, dan kebersihan untuk meningkatkan kepercayaan penumpang. Investasi dalam teknologi dan inovasi juga menjadi bagian integral dari upaya pemulihan, termasuk pengembangan aplikasi mobile yang mempermudah pemesanan tiket dan memantau jadwal kereta. Terakhir, PT KAI berkomitmen untuk memperkuat promosi dan pemasaran produknya, dengan fokus pada kampanye yang menarik perhatian pelanggan potensial. Ini mencakup promosi paket perjalanan dan penawaran khusus untuk menarik penumpang kembali ke kereta api. Rencana PT KAI untuk tahun 2020 - 2024 mencerminkan komitmen perusahaan dalam menghadapi tantangan pandemi dengan beradaptasi, berinovasi, dan memberikan layanan berkualitas tinggi kepada pelanggan. Keyword : Layanan prima, Covid-19, Akses Digital, KAI, Integrasi. Abstract: PT Kereta Api Indonesia (KAI) is facing significant challenges due to the ever-changing COVID-19 pandemic. In an effort to survive and grow amidst this uncertainty, the company has adopted a proactive approach to adaptation. PT KAI's 2020-2024 business plan encompasses several key elements, including the identification of new markets and potential business opportunities, the development of a robust recovery strategy, and investment in promotional campaigns to boost passenger interest.One of the main aspects of this plan is the review of markets and the adjustment of customer needs. PT KAI has prioritized identifying emerging new markets as a result of changing travel trends due to the pandemic. This includes enhancing long-distance rail services that can serve as an alternative for passengers who are reluctant to fly or use other modes of transportation. Furthermore, the company has designed a recovery strategy focused on improving service quality, safety, and cleanliness to enhance passenger trust. Investments in technology and innovation are also an integral part of the recovery effort, including the development of mobile applications that facilitate ticket booking and monitor train schedules.Lastly, PT KAI is committed to strengthening the promotion and marketing of its products, with a focus on campaigns that capture the attention of potential customers. This includes the promotion of travel packages and special offers to entice passengers back to the railways. PT KAI's plan for 2020-2024 reflects the company's commitment to facing the pandemic's challenges by adapting, innovating, and delivering high-quality services to customers. Keywords : Digital Services dan Experience, Covid-19, Digital access, KAI, integration
Pengaruh Social Media Marketing dan Green Knowledge terhadap Purchase Decision yang Dimediasi oleh Brand Image dan Brand Trust Reeta Lastika Salsabila; Patria Laksamana
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 4 No. 5: Juli 2025
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v4i5.8917

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Pemasaran Media Sosial dan Pengetahuan Hijau terhadap Keputusan Pembelian, dengan Citra Merek dan Kepercayaan Merek sebagai variabel mediasi. Penelitian ini dilakukan pada konsumen air minum dalam kemasan Le Minerale di wilayah Jabodetabek yang merupakan pengguna media sosial aktif. Pendekatan penelitian kuantitatif digunakan, pengumpulan data melalui kuesioner online yang disebarkan kepada 160 responden, dengan 155 tanggapan yang valid untuk analisis. Temuan penelitian mengungkapkan bahwa Pemasaran Media Sosial dan Pengetahuan Hijau secara signifikan dan positif mempengaruhi Keputusan Pembelian. Namun, peran mediasi Citra Merek dan Kepercayaan Merek tidak ditemukan signifikan dalam hubungan ini. Temuan ini memberikan implikasi manajerial bagi perusahaan untuk mengoptimalkan strategi pemasaran digital mereka dan meningkatkan edukasi konsumen tentang keberlanjutan untuk mempengaruhi keputusan pembelian mereka.
Media Literacy Strategy for Youth Generation Based on Segmentation in Jakarta using the AHP Model and K-Means Clustering Hardy R Hermawan; Hermanto Siregar; Patria Laksamana
Jurnal Desain Komunikasi Visual Nirmana Vol. 26 No. 1 (2026): JANUARY 2026
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/nirmana.26.1.12-21

Abstract

The high digital penetration in  Jakarta has not been matched by adequate media literacy, particularly among the younger generation. This study proposes an integrative model combining the Analytical Hierarchy Process (AHP) and K-Means Clustering to design a data-driven and behaviorally segmented media literacy strategy. Data were collected through in-depth interviews with 15 practitioners and experts, as well as a survey of 202 young respondents aged 15–24 from five regions of  Jakarta. The AHP approach was used to identify priority dimensions of media literacy, encompassing cognitive, technical, ethical, and participatory aspects. K-Means clustering was employed to group individuals based on their digital competency characteristics and to empirically map literacy segmentation patterns. The results reveal three main clusters with significant differences in media usage patterns, ethical awareness, and critical capacities. These findings confirm the importance of adaptive and evidence-based media literacy strategies, rather than merely normative interventions. This integrative model is expected to form the basis for policymaking and the design of media literacy programs in Indonesian urban areas.
Co-Authors Hardy R Hermawan Hermanto Siregar Maula Matin Reeta Lastika Salsabila Saripudin Suharyanto