Event industry currently is considered as one of interesting business opportunity in contributing major positive economic impact. Event could be categorized into some activities conducted by an event management or event organizer in the case of achieving some specific outcomes. An event is also recognized as an essential marketing tool in branding of particular destination. It has a powerful function to make a differentiation between one destination and others. This study aims to establish a theoretical event brand equity for which the key components of the brand equity were evaluated from visitor perspective in the tourism context. Brand equity is constructed by four multidimensions which are event brand awareness (EBA), event brand image (EBI), event brand quality (EBQ), and event revisit intention (ERI). By using convenience sampling, 205 visitors of Ijen Car Free Day (ICFD) as the event object were used as respondents to obtain the data. This study uses Partial Least Square (PLS) to analyze the data both in outer model and inner model measurements. The finding of this study indicate that EBA has positive and significant influence to EBI, EBQ, and ERI. Then, EBI is also proven giving positive and significant influence to EBQ and ERI. In contrary, EBQ does not show significant influence to ERI. The significance movement of this study could be useful measurement in assessing event brand equity management in the future. KeywordsEvent Brand Awareness (EBA), Event Brand Image (EBI), Event Brand Quality (EBQ), Event Revisit Intention (ERI)

Abstrak: Pariwisata merupakan salah satu sektor penyumbang perkembangan ekonomi suatu negara. Salah satu factor penting dalam pengembangan pariwisata diantaranya yaitu utilisasi sumber daya lokal yang di dalamnya termasuk sumber daya alam, sumber daya manusia, dan dukungan stakeholders Pemerintah daerah Kota Kediri mendukung upaya ini dengan program unggulan Kampung Keren (Kreatif dan Independen). Kampung Keren menunjuk 10 kelurahan sebagai percontohan. Diantara 10 Kelurahan, Kampung Dalem merupakan salah satu wilayah yang diharapkan dapat mengembangkan potensi wisata edukasi serta kuliner karena adanya produk unggulan berupa jamu dan berbagai wisata kuliner seperti sate, es puter, dan rujak. Kegiatan pengabdian masyarakat ini bertujuan untuk memberikan pelatihan serta membantu kesiapan masyarakat Kampung Dalem dalam menyambut terbentuknya kampung KEREN serta tata cara dan manner yang baik dalam menerima dan melayani tamu. Melalui kegiatan ini, diharapkan pengetahuan masyarakat tentang tata cara dan manner yang baik dalam menerima dan melayani tamu dapat bertambah. Metode yang digunakan dalam pendampingan ini adalah dengan pendekatan klasikal dan individu. Subjek dari kegiatan ini adalah 55 orang yang berasal dari RT, RW, perwakilan KUBE Kauman, Perwakilan Kelompok Masyarakat (POKMAS), Perwakilan kelurahan, Perwakilan pengurus prodamas, dan perwakilan pokdarwis. Para peserta pelatihan menerima baik hasil kegiatan ini. Hasil pelatihan ini akan dijadikan acuan dalam persiapan pengembangan kampung KEREN (Kreatif dan Independen) dan tata cara penyambutan tamu dikemudian hari. Abstract: Tourism is one sector that contributes to the economic development of a country. One of the essential factors in tourism development is the utilization of local resources, which include natural resources, human resources, and stakeholder support. The local government of Kediri City supports this effort with the flagship program of Kampung Keren (Creative and Independent). Kampung Keren appointed ten sub-districts as pilots. Among the ten sub-districts, Kampung Dalem is one area that is expected to develop the potential for educational and culinary tourism because of the superior products in the form of herbal medicine and various culinary tours such as satay, es puter, and rujak. This community service activity aims to provide training and help the readiness of the Dalem Village community in welcoming the formation of a Kampung Keren, as well as reasonable procedures and manners in receiving and serving guests. Through this activity, public knowledge about procedures and manners in receiving and serving guests is hoped to increase. The method used in this assistance is the classical and individual approach. The subjects of this activity were 55 people from RT, RW, KUBE Kauman representatives, Community Group Representatives (POKMAS), village representatives, representatives of prodamas management, and representatives of pokdarwis. The training participants received the results of this activity very well. The results of this training will be used as a reference in preparation for developing KEREN (Creative and Independent) villages and procedures for the future welcoming of guests.

Community empowerment in the era of globalization is facing big challenges. Desa Kebontunggul also faces the same challenge. Desa Kebontunggul is one of the villages located in Gondang, Kabupaten Mojokerto, which becomes a concern for village community empowerment office in Mojokerto. This village has a lot of potential to be developed because its strategic geographical location on the slopes of Mount Anjasmoro. Desa Kebontunggul has some superior products to be developed such as family medicinal plants (toga), organic plants, mushrooms, tortillas, and eggs. Unfortunately, the popularity of those products could not be competed to its natural tourism which is Mbencirang Valley. This community service activity aims to provide training and assistance in making business plan, especially strengthening the marketing plan for micro, small and medium enterprises (MSMEs) in Kebontunggul. Through this training and mentoring, superior products of MSMEs in the village are expected having a good marketing plan, thus, they can increase the added value of the products.  ABSTRAKPemberdayaan masyarakat di era globalisasi sedang menghadapi tantangan yang besar. Kondisi ini juga tidak terkecuali untuk masyarat di desa. Desa Kebontunggul merupakan salah satu desa yang terletak di Kecamatan Gondang, Kabupaten Mojokerto yang menjadi perhatian bagi Dinas Pemberdayaan Masyarakat dan Desa di Kabupaten Mojokerto. Desa ini memiliki banyak potensi untuk dikembangkan karena letak geografisnya terbilang strategis di lereng Gunung Anjasmoro. Dari segi produk yang bisa dikembangkan, Desa Kebontunggul memiliki potensi produk unggulan diantaranya toga (tanaman obat keluarga), tanaman organik, jamur, tortilla, dan telur. Namun sayang, kepopuleran produk-produk tersebut belum bisa sebanding dengan wisata alam di Kebontunggul yaitu Wisata Lembah Mbencirang. Pengabdian masyarakat ini dilakukan untuk memberikan pelatihan serta pendampingan pembuatan proposal rencana bisnis khususnya penguatan pada rencana pemasaran kepada para pelaku usaha mikro kecil menengah (UMKM) di desa Kebontunggul. Dengan adanya pelatihan dan pendampingan ini, diharapkan masyarakat desa Kebontunggul, khususnya warga yang memiliki usaha di produk unggulan desa, akan memiliki rencana pemasaran bisnis yang baik sehingga dapat menambah nilai tambah dari produk yang dihasilkan.

Social media has become a part of people's lives and an inseparable part of marketing strategies in the emerging digital era. This set of technologies creates new mechanisms and communication tools for companies to interact and engage with potential consumers. This study explores the effect of social media marketing (SMM) on satisfaction and consumer response through perceived value and brand equity. Based on an online survey of 325 users who follow smartphone brands on social media in Indonesia, data were collected and analyzed using partial least squares. The results show that SMM directly affects perceived value and brand equity and indirectly affects satisfaction and consumer response. This study emphasizes satisfaction and consumer response in responding to social media marketing by the company.

The competition in the early childhood education industry is getting tougher with new preschools with various types and innovations on offer. This exploratory research reviews the situation and condition of preschools in Indonesia with a qualitative approach based on case studies. Secondary data collection and interviews with millennial mothers were carried out to support the existing data to analyze the gaps in the marketing strategies used by preschools with expectations in the community. The results of this study indicate that preschools must understand the current needs of their prospective customers, especially millennial mothers who currently have great potential to become their primary target market. The strategy used can depart from the marketing mix analysis, such as optimizing the school's website and social media as a reference communication medium for parents in choosing a preschool for their children.