Beberapa lokasi di Yogyakarta memiliki peninggalan bangunan kebudayaan yang menarik bagi wisatawan baik lokal maupun mancanegar. Pengelolaan Pariwisata meliputi fasilitas transportasi dan akomodasi dan yang tertata baik dapat menjadi faktor pendukung bagi daerah wisata untuk mampu menarik minat wisatawan. Dengan berkembangnya teknologi saat ini, pengenalan keunggulan daerah wisata (brand awareness dan brand image) dapat menggunakan platform media online yang saat ini sudah banyak digunakan seperti instagram, facebook, google ads, dan aplikasi online lainnya. Tujuan penelitian ini untuk mengetahui pengaruh digital marketing (baik melalui sosial media maupun dengan media pemasaran online lain) pada peningkatan brand awareness dan brand image terhadap keputusan pembelian produk Cokelat Monggo yang ada di Yogyakarta. Penelitian ini menggunakan metode kuantitatif dengan 200 sampel. Untuk menguji validitas dan reliabilitas menggunakan software SPSS versi 23. Hasil penelitian ini menunjukkan bahwa pemasaran melalui media digital berpengaruh secara signifikan untuk meningkatkan brand awareness dan brand image sehingga dapat mempengaruhi keputusan pembelian produk Cokelat Monggo yang ada di Yogyakarta. Hasil penelitian dapat dipergunakan untuk membangun strategi pemasaran online agar memiliki dampak yang tinggi dalam meningkatkan respon konsumen dengan menggunakan pendekatan tiga buah variabel (digital marketing, brand awareness, dan brand image).

The purpose of this community service activity is to improve organizational governance capabilities for BUMDes Retno Sembodo managers and provide digital literacy counseling, financial literacy and entrepreneurial insight for residents of Baturetno Village, Banguntapan District, Bantul Regency, Yogyakarta. The method used is offline counseling and mentoring. The implementation of activities is divided into 3 stages, namely pre-implementation including observation and identification of problems; the implementation phase includes organizational governance training, digital and financial literacy counseling; and the post-implementation stage includes mentoring and increasing business scale. The product output from this service activity is the BUMDes Retno Sembodo website which is used as a medium of information as well as a branding profile. The result of the implementation of this service is an increase in the ability and insight of BUMDes manager Retno Sembodo and Baturetno village residents regarding organizational management governance, digital literacy, financial literacy and entrepreneurial insight. The implication of the results of this service is the development of a BUMDes management guide model that can be used as a reference in the digital transformation process and increase the business scale of its business units.

This study aims to determine the effect of price perception, store atmosphere and product diversity variables on purchasing decisions for Starbucks Coffee products in Yogyakarta. The type of research used is quantitative research. The population in this study were Starbucks Coffee consumers in Yogyakarta. The sampling technique used purposive sampling method with a total sample of 180 people. Data collection techniques using online questionnaires that have been tested for validity and reliability. Multiple regression technique is used as a method of data analysis in answering the hypothesis. The results of this study indicate that: (1) price perception has a positive effect on purchase decisions, as evidenced by a significance value of 0.000 <0.05, and a regression coefficient of 0.715; (2) product diversity has a positive effect on purchase decisions, as evidenced by a significance value of 0.000 <0.05 and a regression coefficient of 0.402; (3) store atmosphere has a positive effect on purchase decisions, as evidenced by a significance value of 0.003 <0.05; and a regression coefficient of 0.243; and (4) price perception, store atmosphere and product diversity have a simultaneous effect on purchase decisions, as evidenced by the calculated F value of 56,290 with a significance of 0.000 <0.05.

This study aims to see how social media affects students' lifestyles. The focus of this research is assessing the consumptive behavior of students with the presence of social media. There are two money variables that will be tested in this article, the independent variable is social media and the dependent variable is student consumptive behavior. This article uses the Pearson correlation method to process correlation data or the relationship between social media and student consumptive behavior. Collecting data using a survey method, namely by distributing questionnaires to 81 respondents. The selected respondents are students. The respondent's questionnaire data was tested for validity to determine the validity of the questionnaire data. The questionnaire data was also tested for reliability to determine its consistency. All respondent data was processed using SPSS version 22. The results of the validity test of all questionnaire data were declared valid with the r arithmetic value higher than r table. The results of the reliability test of all questionnaire data were declared reliable with an alpha value greater than r table. The results of the correlation test for variable X against Variable Y using Pearson correlation. The result is that there is no significant effect between social media on the consumptive behavior of students.

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