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.

The aim of this study was to determine the effect of service quality, website quality, brand reputation, trust, and perceived risk on consumer purchase intentions. The sampling technique used was purposive sampling with 216 respondents. Data collection used an online questionnaire with a Liker scale of 1 to 5. This study used the Structural Equation Modeling (SEM) method through the AMOS program to process the data. The results showed that service quality did not have a positive effect on consumer purchase intentions in Jakarta, website quality did not have a positive effect on consumer purchase intentions in Jakarta, brand reputation had a positive effect on consumer purchase intentions in Jakarta, trust had a positive effect on consumer purchase intentions in Jakarta, and perceived risk did not have a positive effect on consumer purchase intentions in Jakarta.

Kegiatan Pengabdian kepada Masyarakat (PkM) ini bertujuan untuk untuk menunjang peningkatan dan pemberdayaan kegiatan usaha skala kecil dan menengah (UMKM) ini adalah untuk lebih meningkatkan pemahaman dan kesadaran peserta akan pentingnya lebih memahami kualitas produksi sehingga diharapkan UMKM dapat kompetitif di pasar. Kualitas sesuai dalam fungsi/penggunaan dimana produk dapat digunakan sesuai maksud/tujuan dan fungsinya. Berorientasi pada pemenuhan harapan konsumen/pelanggan dan kesesuaian dengan kebutuhan. Produk memenuhi spesifikasi kebutuhan dari konsumen, meliputi ketersediaan pengiriman/penyampaian, kehandalan, pemeliharaan, efektifitas biaya. Kegiatan dilakukan hanya dalam bentuk penyuluhan dan pelatihan. Pelaku UMKM yang mengikuti kegiatan ini merupakan pengusaha mikro kecil dan pengelola RPTA Krendang, Wilayah Kelurahan Krendang, Kecamatan Tambora, Jakarta Barat. Peserta penyuluhan dan pelatihan berjumlah 21 orang,  dimana para peserta ini sangat antusias mengikuti kegiatan ini, hal ini dapat dilihat pada waktu diskusi tanya jawab.

<p>This study intends to empirically explore how the practices of loyalty programs conducted by the store management (department store) which benefit for customers so as to provide results that benefit both parties as a relational outcome consisting of relationship commitment, Increased purchases, share of customer, word of mouth and customer feedback, which is completed by respondents profile as control variables such as age, education and income levels. With sample 66 respondents to test the hypothesis using MANOVA. Differential test results showed that there are differences in relationship commitment, increased purchases, share of customer, word of mouth, and customer feedback with a high level of preferential treatment, medium and low on the customer department store. Similarly, the age, income and education at the department store customers there are differences there are differences in relationship commitment, Increased purchases, share of customer, word of mouth, and customer feedback. The results of testing the fifth hypothesis states that preferential treatment will give a high positive influence on relationship commitment, Increased purchases, share of customer, word of mouth, and customer feedback. The test result of five hypothesis states that high preferential treatment will give positive influence to the relationship commitment, increased purchases, and share of customer, word of mouth, and customer feedback. On relationship commitment is not significant covariates of age, but the share of customer revenue and customer feedback and education are not significant, whereas age has the effect of preferential treatment exhibited significantly coupled with the age factor share of the customer to customer. Similarly, the positive word of mouth, only the opinion of significant covariates as control variables of preferential treatment. These three covariates age, income and education only significant simultaneously at Increased purchase only.</p>