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All Journal Procuratio : Jurnal Ilmiah Manajemen The Journal of Community Empowerment and Sustainability Services
Nadiya Fikriyatuz Zakiyah
Universitas Slamet Riyadi
Economics, Econometrics & Finance

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PENGARUH CITRA MEREK, DIGITAL MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN BERKUNJUNG DI MUSEUM LOKANANTA SOLO Arum Pinar Cahyani; Alfira Setya Fitriyanti; Nadia Anis Ramadhani; Deni Eka Nurhidayatulloh; Nadiya Fikriyatuz Zakiyah
Procuratio : Jurnal Ilmiah Manajemen Vol 13 No 2 (2025): Procuratio : Jurnal Ilmiah Manajemen
Publisher : Institut Bisnis dan Teknologi Pelita Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35145/procuratio.v13i2.5031

Abstract

This study aims to analyze the influence of Brand Image, Digital Marketing, and Electronic Word of Mouth (e-WOM) on the Visiting Decision at the Lokananta Museum in Solo as a local cultural destination. A quantitative method was employed with purposive sampling involving 40 respondents. Data were analyzed using multiple linear regression and classical assumption tests. The findings reveal that digital marketing has a significant and positive effect on visiting decisions, while brand image and e-WOM have a positive but statistically insignificant influence. The coefficient of determination (R²) of 50.9% indicates that the three variables collectively explain a substantial portion of the variance in visiting decisions. These results highlight the importance of optimizing digital strategies for museum promotion and emphasize the need to strengthen brand image and activate e-WOM as supporting elements. The study contributes theoretically to the development of consumer behavior studies in the cultural tourism sector and opens opportunities for further research with more contextual and exploratory approaches. Penelitian ini bertujuan untuk menganalisis pengaruh Citra Merek, Digital Marketing, dan Electronic Word of Mouth (e‑WOM) terhadap Keputusan Berkunjung ke Museum Lokananta Solo sebagai destinasi budaya lokal. Penelitian ini menggunakan metode kuantitatif dengan teknik purposive sampling terhadap 40 responden, dan analisis data dilakukan melalui uji regresi linear berganda serta uji asumsi klasik. Hasil penelitian menunjukkan bahwa digital marketing berpengaruh signifikan dan positif terhadap keputusan berkunjung, sementara citra Merek dan e‑WOM berpengaruh positif namun tidak signifikan secara statistik. Koefisien determinasi (R²) sebesar 50,9% menunjukkan bahwa ketiga variabel mampu menjelaskan sebagian besar variasi keputusan berkunjung. Temuan ini menekankan pentingnya optimalisasi strategi digital dalam promosi museum, serta perlunya penguatan citra Merek dan aktivasi e‑WOM sebagai elemen pendukung. Penelitian ini memberikan kontribusi teoritis terhadap pengembangan kajian perilaku konsumen di sektor pariwisata budaya, serta membuka ruang bagi penelitian lanjutan dengan pendekatan yang lebih kontekstual dan eksploratif.
Empowering Brands, Empowering Futures: A Training Program for Enhancing the Online Store of Riyaadlul Jannah Orphanage Ariati Anomsari; Mahmud Mahmud; Sisca Dian Rahmawati; Dandy Aprilya; Nadiya Fikriyatuz Zakiyah
JOCESS : The Journal of Community Empowerment and Sustainability Services Vol. 1 No. 1 (2025): Juni : JOCESS : The Journal of Community Empowerment and Sustainability Service
Publisher : CV. Wira Manggala Indonesia

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Abstract

The problems faced by the management of the Riyaadlul Jannah Semarang Orphanage are related to the continuity of the foster children's online business, which tends to stagnate due to a lack of understanding in gaining engagement in the market. Brand image is one of the essential elements that must be possessed by digital-era entrepreneurs in order to continue to exist in the market and not be quickly eroded by newcomers or other competitors. The solution offered in this community service is comprehensive education on creating interesting digital content on social media and training and mentoring, starting from creating social media accounts and determining the type of content to interesting captions that can form a brand image and generate positive engagement. The target output to be achieved is increasing the ability and creativity of foster children to manage digital content on social media, which will impact the formation of the online store's brand image and increase engagement. The method of community service is IbM (IPTEKS for Society), which is carried out through education and direction in two-way communication (duplex), followed by skills training and mentoring to form a brand image through interesting digital content on social media.
Empowering Orphaned Youth: Digital Business as a Catalyst for Entrepreneurial Readiness at PAKYM Muhammadiyah Orphanage Rudi Kurniawan; Sisca Dian Rahmawati; Risanda Alirastra Budiantoro; Erin Kristina; Nadiya Fikriyatuz Zakiyah
JOCESS : The Journal of Community Empowerment and Sustainability Services Vol. 1 No. 1 (2025): Juni : JOCESS : The Journal of Community Empowerment and Sustainability Service
Publisher : CV. Wira Manggala Indonesia

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

Abstract

This community service program aims to provide comprehensive education on increasing income through digital entrepreneurship (e-commerce) and training and mentoring in creating accounts and stalls on e-commerce, determining products and prices, promotions, packaging, and distributing products through expedition services. The method in this program is IbM (Science and Technology for Society), which is carried out through education and direction in two-way communication (duplex), followed by e-commerce skills training and mentoring for digital business implementation simulations. The results of the entrepreneurial skills improvement program through e-commerce as a business startup media are carried out in stages: (1) IbM method, namely training in registration and management of e-commerce profiles; (2) Managing e-commerce accounts periodically until sales occur; (3) Selling and making reports on online businesses that have been run. Mentoring activities to create a business plan can encourage PAKYM Children at the Muhammadiyah Orphanage to independently and innovatively develop ideas, goals, and strategies and implement digital businesses that will run effectively.
Marketing-Based Risk Mitigation in the Riyadlul Jannah Orphanage Elia Resha Fatmawati; Tri Esti Rahayuningtyas; Sisca Dian Rahmawati; Dessy Fatmawati; Nadiya Fikriyatuz Zakiyah
JOCESS : The Journal of Community Empowerment and Sustainability Services Vol. 1 No. 1 (2025): Juni : JOCESS : The Journal of Community Empowerment and Sustainability Service
Publisher : CV. Wira Manggala Indonesia

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

Abstract

Risks can occur at any time, and the risks that are constantly faced by the managers of the Riyadlul Jannah Orphanage feel so complex. Daily or routine risks encountered are the availability of necessities for the needs of foster children: food, washing equipment, bathing equipment, and teaching and learning materials. In addition, the pure risks are the orphanage leaking, flooding, falling trees, burning, and the like. Next is the survival risk, namely the continuity of the implementation of the orphanage social enterprise, the sustainability of foster children after entering the community, and the ability to see every business and marketing opportunity to survive. The method used is the risk mitigation method using the marketing concept with stages: risk identification, risk tabulation, risk priority, and alternative elements of strategies that will be implemented so that the Riyadlul Jannah Orphanage continues to survive and survives and is accepted by the wider community. To maximize the results of community service, the means used are marketing-based risk mitigation using tools on the web. Mitigasiresiko.com is accessed by training participants to gain experience in carrying out risk mitigation by utilizing elements available at the Riyadlul Jannah Orphanage. This paper evaluates the effectiveness and usefulness of the web tool. Mitigasiresiko.com. in supporting the implementation of community service at the Riyadlul Jannah Orphanage.
Co-Authors Alfira Setya Fitriyanti Ariati Anomsari Arum Pinar Cahyani Dandy Aprilya Deni Eka Nurhidayatulloh Dessy Fatmawati Elia Resha Fatmawati Erin Kristina Mahmud Mahmud Nadia Anis Ramadhani Risanda Alirastra Budiantoro Rudi Kurniawan Sisca Dian Rahmawati Tri Esti Rahayuningtyas