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All Journal Journal of Management and Business Review Jurnal Pengabdian kepada Masyarakat Nusantara Kompleksitas: Jurnal Ilmiah Manajemen, Organisasi, dan Bisnis Jurnal Abdimas Perbanas Jurnal Manajemen, Akuntansi, Ekonomi Moneter : Jurnal Keuangan dan Perbankan Jurnal Ekonomi, Manajemen, Akuntansi
Laksamana, Patria
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Pelatihan Online Content Marketing dan Desain Bagi Pemula Dengan Menggunakan Aplikasi Canva Adi Darmawan; Laksamana, Patria; Saripudin; Suharyanto
Jurnal Abdimas Perbanas Vol. 3 No. 1 (2022): Jurnal Abdimas Perbanas
Publisher : Perbanas Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (532.633 KB) | DOI: 10.56174/jap.v3i1.477

Abstract

Graphic design and marketing content are two important things in both conventional and digital marketing activities. A good quality of design and content is needed, not only from the aspect of content, design and visual appearance, but also to several other aspects, namely concepts, trends, market segments, costs, and including the applications used. The Canva Graphic Design application is one of the option that can be used for beginners because it has a number of advantages and is easy to operate. In addition, it is also necessary to properly understand the communication aspect so that the content and designs created can be easily accepted and recognized by the public, as well as the legal aspects in order to avoid potential legal problems that may arise as a result of violating the provisions of the Act within the scope of Intellectual Property Rights (IPR). This training is expected to improve the skills and abilities of the participants, especially beginners, to be more creative and innovative in producing good quality content marketing and designs in a relatively easy, fast and inexpensive way. In addition, in general, it is also expected to increase the creative economy business in Indonesia. Keywords: Content Marketing, Design Grafis, Branding
Layanan Prima dan Digitalisasi UMKM Sepatu, Sentra PIK Pulogadung Laksamana, Patria; Saripudin, Saripudin; Suharyanto, Suharyanto; Sorongan, Fangky
Jurnal Abdimas Perbanas Vol. 5 No. 1 (2024): Jurnal Abdimas Perbanas
Publisher : Perbanas Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56174/jap.v5i1.552

Abstract

The Covid-19 pandemic has had a significant impact on the retail sector, including the MSME leather shoes industry. One of them is the PIK Pulogadung area, which is known as a shopping center in Jakarta, which has experienced a decrease in customer visits resulting in a decrease in sales turnover. In addition, the lack of support from building managers in carrying out promotions and the Covid-19 pandemic are the biggest challenges for leather shoe stores in PIK Pulogadung. The solution to helping the leather shoe MSME industry is to provide excellent service and digitization. By prioritizing excellent service and adopting a digitization strategy, MSME leather shoe stores can improve operational efficiency, expand market reach, and provide customers with a superior shopping experience. Accessibility and Infrastructure Improvement, Education and Training Improvement, Technology Empowerment, Market Development and Promotion, Provision of Financial Support, Formation of Networks and Collaboration. With these steps, it is hoped that the small industrial village in Pulo Gadung can continue to grow and develop as an industrial center that is competitive, creates jobs, and makes a positive contribution to the regional economy
STRATEGI DIGITAL: DAMPAK PEMASARAN MEDIA SOSIAL, KREDIBILITAS INFLUENCER, DAN CITRA MEREK TERHADAP NIAT BELI KONSUMEN Moniaga, Ireine Florencia; Laksamana, Patria
KOMPLEKSITAS: JURNAL ILMIAH MANAJEMEN, ORGANISASI DAN BISNIS Vol 14, No 1 (2025): KOMPLEKSITAS EDISI JUNI 2025
Publisher : ITB Swadharma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56486/kompleksitas.vol14no1.763

Abstract

This study analyzes the impact of social media marketing and influencer credibility on consumer purchase intention, with brand image as a mediating factor. Based on the Technology Acceptance Model (TAM) and the Theory of Reasoned Action (TRA), this study uses a quantitative survey approach with 150 respondents, using SEM-PLS for analysis. The findings show that social media marketing significantly influences purchase intention directly and through brand image, while influencer credibility does not always have a significant impact. This study focuses on consumer intention to purchase Skintific skincare products in Jakarta.Penelitian ini menganalisis dampak pemasaran media sosial dan kredibilitas influencer terhadap niat beli konsumen, dengan citra merek sebagai faktor mediasi. Didasarkan pada Technology Acceptance Model (TAM) dan Theory of Reasoned Action (TRA), penelitian ini menggunakan pendekatan survei kuantitatif dengan 150 responden, menggunakan SEM-PLS untuk analisis. Temuan menunjukkan bahwa pemasaran media sosial secara signifikan mempengaruhi niat beli, baik secara langsung maupun melalui citra merek, sementara kredibilitas influencer tidak selalu memiliki dampak yang signifikan. Penelitian ini berfokus pada niat beli konsumen untuk produk perawatan kulit Skintific di Jakarta.
DETERMINASI KEPUASAN PELANGGAN DAN LOYALITAS PELANGGAN SERTA IMPLIKASINYA TERHADAP WORD OF MOUTH DI INDUSTRI ASURANSI JIWA Juanto, Richardo Hendrik; Laksamana, Patria
KOMPLEKSITAS: JURNAL ILMIAH MANAJEMEN, ORGANISASI DAN BISNIS Vol 14, No 1 (2025): KOMPLEKSITAS EDISI JUNI 2025
Publisher : ITB Swadharma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56486/kompleksitas.vol14no1.765

Abstract

This research aims to reveal how service quality, prices, customer satisfaction, and loyalty influence each other's customer recommendations to increase customer retention and encourage positive word-of-mouth (WOM). This research uses a quantitative approach with the Structural Equation Modeling (SEM) method to analyze survey data from 114 samples of PT Asuransi Jiwa BCA customers. The research results show that service quality is proven to have a positive and significant influence on customer satisfaction and loyalty, prices have a positive and significant influence on customer satisfaction and loyalty, customer satisfaction has a positive and significant influence on WoM, customer loyalty is also proven to have a positive influence on WoM, service quality has a positive influence on WoM through customer satisfaction and loyalty, prices also have a positive influence on WoM through both customer satisfaction and customer loyalty, customer satisfaction significantly mediates the influence of service quality on WoM, and customer loyalty also significantly mediates the influence of price on WoM.Penelitian ini bertujuan untuk mengungkap bagaimana kualitas layanan, harga premi, kepuasan pelanggan, dan loyalitas saling berinteraksi dalam memengaruhi rekomendasi pelanggan untuk meningkatkan retensi pelanggan dan mendorong Word of Mouth (WOM) yang positif. Penelitian ini menggunakan pendekatan kuantitatif dengan metode Structural Equation Modeling (SEM) untuk menganalisis data survei dari 114 sampel pelanggan PT Asuransi Jiwa BCA. Hasil penelitian menunjukkan bahwa kualitas layanan terbukti memiliki pengaruh positif dan signifikan terhadap kepuasan dan loyalitas pelanggan, harga premi memiliki pengaruh positif dan signifikan terhadap kepuasan dan loyalitas pelanggan, kepuasan Pelanggan memiliki pengaruh positif dan signifikan terhadap WoM, Loyalitas Pelanggan juga terbukti berpengaruh positif terhadap WoM, kualitas layanan berpengaruh positif terhadap WoM melalui kepuasan dan loyalitas pelanggan, harga premi juga memiliki pengaruh positif terhadap WoM baik melalui kepuasan pelanggan maupun loyalitas pelanggan, kepuasan pelanggan secara signifikan memediasi pengaruh kualitas layanan terhadap WoM, dan loyalitas pelanggan juga secara signifikan memediasi pengaruh harga premi terhadap WoM.
Pengaruh Kualitas Layanan dan Brand Image Terhadap Loyalitas dengan Kepuasan Nasabah Sebagai Variabel Intervening Pada Produk UlaMM Reguler di PNM Cabang Bogor Yusuf, Muhammad; Laksamana, Patria
Jurnal Manajemen, Akuntansi, Ekonomi Vol. 4 No. 1 (2025): Jurnal Manajemen, Akuntansi, Ekonomi
Publisher : CV. Era Digital Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59066/jmae.v4i1.1223

Abstract

Penelitian ini bertujuan menguji pengaruh kualitas layanan dan brand image terhadap loyalitas nasabah melalui kepuasan nasabah ULaMM PT. PNM Cabang Bogor. Penelitian menggunakan pendekatan kuantitatif dengan Structural Equation Modeling (SEM) melalui program SmartPLS 4.0. Sampel penelitian terdiri dari 158 nasabah ULaMM PT. PNM Cabang Bogor dengan pengumpulan data menggunakan kuesioner. Hasil analisis menunjukkan bahwa kualitas layanan dan brand image berpengaruh positif terhadap kepuasan nasabah. Kepuasan nasabah juga terbukti berpengaruh positif terhadap loyalitas nasabah. Selain itu, terdapat pengaruh langsung yang positif antara kualitas layanan dan brand image terhadap loyalitas nasabah. Temuan penting lainnya menunjukkan bahwa kepuasan nasabah secara signifikan dapat memediasi pengaruh kualitas layanan dan brand image terhadap loyalitas nasabah ULaMM PT. PNM Cabang Bogor. Hasil penelitian ini dan memberikan implikasi manajerial bahwa upaya meningkatkan kualitas layanan dan membangun brand image yang positif merupakan strategi penting dalam menciptakan kepuasan nasabah yang pada akhirnya akan memperkuat loyalitas nasabah terhadap produk dan layanan PT. PNM.
Pengaruh Social Media Marketing dan Green Knowledge terhadap Purchase Decision yang Dimediasi oleh Brand Image dan Brand Trust Salsabila, Reeta Lastika; Laksamana, Patria
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.
Social Media Marketing on Brand Awareness, Brand Preference and Brand Image: A Comparison of Facebook, X and Instagram Laksamana, Patria; Iqbal, Muhammad; Maulani, Denia
Moneter: Jurnal Keuangan dan Perbankan Vol. 13 No. 1 (2025): APRIL
Publisher : Universitas Ibn Khladun Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study aims to empirically explore the influence of social media marketing on three fundamental dimensions of brand equity—brand awareness, brand preference, and brand image—within the banking sector. Data were collected from users of three widely used social media platforms: Facebook, X, and Instagram. A total of 283 valid responses were obtained, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to evaluate the hypothesized relationships. A structured questionnaire was developed to test all research hypotheses, and a non-probability convenience sampling technique was employed, primarily due to its practicality, ease of implementation, and efficiency in accessing a broad audience within a limited timeframe and budget. PLS-SEM was chosen for its robustness in analyzing complex models with latent constructs and its suitability for theory building. The path analysis confirmed that social media marketing exerts a positive and statistically significant influence on brand awareness, brand preference, and brand image. Furthermore, the platform-specific findings reveal that Instagram is the most effective channel for enhancing brand image, while X is more effective in improving brand awareness and brand preference. These insights provide practical value for marketing professionals by informing strategic decisions on platform selection and content prioritization in social media campaigns.
Strategi Inovasi E-Commerce UMKM Sabila Florist Wijaya, Chandra; Laksamana, Patria; Saripudin, Saripudin; Suharyanto, Suharyanto
Jurnal Pengabdian kepada Masyarakat Nusantara Vol. 6 No. 3 (2025): Edisi Juli - September
Publisher : Lembaga Dongan Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55338/jpkmn.v6i3.6520

Abstract

Sabila Florist merupakan salah satu usaha mikro kecil dan menengah (UMKM) yang bergerak di bidang florist dan berlokasi di Jakarta. Usaha ini menghadapi kendala dalam memperluas jangkauan pasar serta meningkatkan daya saing di era digital karena keterbatasan dalam pemanfaatan media pemasaran online. Kegiatan pengabdian ini bertujuan untuk meningkatkan kompetensi pelaku usaha dalam memahami dan menerapkan strategi pemasaran digital sebagai upaya mendukung pertumbuhan dan nilai ekonomi usaha. Metode pelaksanaan dilakukan melalui pendekatan pelatihan dan pendampingan langsung terhadap satu mitra utama, yaitu Sabila Florist, dengan melibatkan dua orang pengelola inti. Materi yang diberikan mencakup pelatihan penggunaan media sosial, aktivasi Google My Business, pembuatan konten promosi digital, serta strategi pemasaran melalui platform marketplace. Hasil kegiatan menunjukkan adanya peningkatan pemahaman strategi digital marketing, peningkatan kemampuan komunikasi daring (softskill), serta potensi peningkatan nilai ekonomi usaha melalui transaksi berbasis online.
The Role Customer Relationship Marketing, Service Quality, Brand Image, and Customer Satisfaction in Customer Loyalty in FMCG Industry Fitriani, Nani; Yafie, Muhammad Fauzan; Laksamana, Patria
Journal of Management and Business Review Vol 22, No 2 (2025)
Publisher : Research Center and Case Clearing House PPM School of Management

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34149/jmbr.v22i2.631

Abstract

Amid the intense competition in the Fast-Moving Consumer Goods (FMCG) industry, companies must continuously seek ways to build long-term relationships with customers to maintain their loyalty. Customer Relationship Marketing (CRM), service quality, brand image, and customer satisfaction are key factors in sustaining customer loyalty. This study aims to analyze the influence of CRM, service quality, brand image, and customer satisfaction on customer loyalty in Indonesia's FMCG industry. This study employed a quantitative method with a sample of 100 respondents in Jakarta representing FMCG consumers. Data were collected through questionnaires distributed to FMCG users in Jakarta. The collected data were processed using SPSS before further analysis. Statistical test results show that the CRM variable has a significant positive correlation with customer loyalty. The service quality variable also has a significant positive correlation with customer loyalty. In contrast, the findings reveal that the brand image variable does not have a positive correlation and does not influence customer loyalty. Similarly, the customer satisfaction variable shows no positive correlation and no significant or strong relationship with customer loyalty. However, CRM, brand image, service quality, and customer satisfaction, simultaneously, have a significant and positive effect on customer loyalty.
Co-Authors Adi Darmawan Chandra Wijaya Denia Maulani Fitriani, Nani Juanto, Richardo Hendrik Moniaga, Ireine Florencia Muhammad Iqbal Muhammad Yusuf Salsabila, Reeta Lastika Saripudin Saripudin Sorongan, Fangky Suharyanto Suharyanto Yafie, Muhammad Fauzan