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All Journal JURPIKAT (Jurnal Pengabdian Kepada Masyarakat) Indonesian Management and Accounting Research
Iwan Ekawanto
Universitas Trisakti
Dentistry Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Public Health Social Sciences

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The role of Social Media Marketing in increasing Brand Awareness, Brand Image and Purchase Intention Aekram Faisal; Iwan Ekawanto
Indonesian Management and Accounting Research Vol. 20 No. 2 (2021): INDONESIAN MANAGEMENT AND ACCOUNTING RESEARCH
Publisher : Universitas Trisakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (501.826 KB) | DOI: 10.25105/imar.v20i2.12554

Abstract

In recent years, social media is not only used for social interaction activities, but is also used as a medium for doing business. Especially at this time when the whole world is facing the covid 19 pandemic, where most countries make decisions about closing and restricting several physical places, which have been used to carry out business activities, entrepreneurs are trying to optimize digital media and social media as a strategy to market their products. This study aims to determine the role of social media marketing in increasing brand awareness, brand image and purchase intention. The design of this research is hypothesis testing. The study uses the Structural Equation Modeling (SEM) method with a sample of 331 respondents who are active users of social media in Indonesia, for at least 2 years and have purchased products marketed on social media. The results show that social media marketing activities based on entertainment, interaction, trendiness, customization, and word-of-mouth have a positive influence on brand awareness, brand image, and purchase intention. Furthermore, brand awareness has a positive influence in mediating social media marketing activities on purchase intentions, and brand image also has a positive influence in mediating social media marketing activities on purchase intentions. Thus, so that consumer intentions to buy products can increase, online shop owners can increase awareness and positive image of the brand, and to increase brand awareness and positive image of the brand, online shop owners can increase their marketing activities through social media.Keywords:  Social Media Marketing, Brand Awareness, Brand Image, Purchase Intention.
Digital Marketing Platform Untuk Usaha Mikro, Kecil Dan Menengah (UMKM). Nico Lukito; Yvone Agustine Sudibjo; Iwan Ekawanto
JURPIKAT (Jurnal Pengabdian Kepada Masyarakat) Vol 4 No 2 (2023)
Publisher : Politeknik Piksi Ganesha Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37339/jurpikat.v4i2.1266

Abstract

Kegiatan pengabdian masyarakat ini bertujuan untuk meningkatkan kesadaran peserta tentang pentingnya memahami dan menggunakan digital marketing untuk memperluas pemasaran agar usaha mikro, kecil dan menengah (UMKM) dapat bersaing di pasar. Kegiatan penyuluhan dan pelatihan dilaksanakan di Sekolah Kewirausahaan Bina Amanah Cordova (SKBAC) di Jurang Mangu Barat, Pondok Aren, Kota Tangerang Selatan, Banten. SKBAC ini menawarkan pelatihan antara lain: kios, perbengkelan, menjahit, toko kelontong, perhiasan, bordir, sablon dan tanaman hias, dll. Program pelatihan ini berlangsung selama 1 tahun. Peserta yang berpartisipasi 19 orang dalam penyuluhan dan pelatihan ini. Para peserta memberikan jawaban yang sangat baik tentang acara ini, cara mendaftar toko online atau media sosial, cara membuat akun, pemasaran digital mana yang paling sering digunakan, cara menggunakan media sosial, cara bergabung dengan media sosial, dan toko online untuk memperluas pemasaran produk dan jasanya.
Co-Authors Aekram Faisal Nico Lukito Yvone Agustine Sudibjo