The Role of Facebook Pro in Marketing Efforts: The Influence of Copywriting, Visual Marketing Promotion, and Community Management on Campaign Success Local Brand in Bandar Lampung

Wulandari Wulandari ; Lestari Wuryanti ; Ayu Nursari
International Journal of Management Science and En... 📅 2026 Vol 3, No 2 🔗 DOI: 10.70062/globalmanagement.v3i2.541
Abstract
This study aims to analyze the influence of copywriting, visual marketing promotion, and community management on the success of local brand campaigns in Bandar Lampung through the Facebook Pro platform. The research is based on the increasing use of social media as a digital marketing tool by local brands in the fashion and culinary sectors; however, campaign outcomes remain inconsistent. This study employs a quantitative approach using a survey method by distributing questionnaires to business owners and administrators of Facebook Pro accounts of local brands in Bandar Lampung. Multiple linear regression analysis is used to examine both partial and simultaneous effects among variables. The findings indicate that copywriting, visual marketing promotion, and community management have significant partial and simultaneous effects on the success of local brand campaigns. These results confirm that the integration of persuasive messaging, high-quality visual content, and active community engagement plays a crucial role in enhancing engagement, visibility, and overall digital campaign effectiveness. This study provides practical implications for SMEs in optimizing marketing strategies through Facebook Pro and contributes academically to the development of integrated marketing communication studies in social media contexts.
Keywords
Facebook Pro; Community Management; Copywriting; Local Brand Campaign; Visual Marketing
How to Cite

Wulandari Wulandari, et al. (2026). The Role of Facebook Pro in Marketing Efforts: The Influence of Copywriting, Visual Marketing Promotion, and Community Management on Campaign Success Local Brand in Bandar Lampung. International Journal of Management Science and Entrepreneurship, 3(2). https://doi.org/10.70062/globalmanagement.v3i2.541

Wulandari Wulandari; Lestari Wuryanti; Ayu Nursari, "The Role of Facebook Pro in Marketing Efforts: The Influence of Copywriting, Visual Marketing Promotion, and Community Management on Campaign Success Local Brand in Bandar Lampung," International Journal of Management Science and Entrepreneurship, vol. 3, no. 2, 2026.

Wulandari Wulandari; Lestari Wuryanti; Ayu Nursari. "The Role of Facebook Pro in Marketing Efforts: The Influence of Copywriting, Visual Marketing Promotion, and Community Management on Campaign Success Local Brand in Bandar Lampung." International Journal of Management Science and Entrepreneurship, vol. 3, no. 2, 2026.

Wulandari Wulandari; Lestari Wuryanti; Ayu Nursari. "The Role of Facebook Pro in Marketing Efforts: The Influence of Copywriting, Visual Marketing Promotion, and Community Management on Campaign Success Local Brand in Bandar Lampung." International Journal of Management Science and Entrepreneurship 3, no. 2 (2026).

Wulandari Wulandari, et al. (2026) 'The Role of Facebook Pro in Marketing Efforts: The Influence of Copywriting, Visual Marketing Promotion, and Community Management on Campaign Success Local Brand in Bandar Lampung', International Journal of Management Science and Entrepreneurship, 3(2). doi: 10.70062/globalmanagement.v3i2.541.

Wulandari Wulandari; Lestari Wuryanti; Ayu Nursari. The Role of Facebook Pro in Marketing Efforts: The Influence of Copywriting, Visual Marketing Promotion, and Community Management on Campaign Success Local Brand in Bandar Lampung. International Journal of Management Science and Entrepreneurship. 2026;3(2).

Artikel Terkait

Nursing Competency: Mediating Burnout, Coaching, and Documentation Completeness in Bekasi General Hospital

Slamet Yuliono; Nofierni Nofierni; Sandra Dewi

Challenges and Strategies for the Internationalization of Indonesian SMEs in the Global Value Chain in the Digital Age

Agus Fitriadi; Sudarmiatin Sudarmiatin; Heri Pratikto

The Influence of HR Analytics, Development Competence and Leadership Support on Employee Performance with Organizational Agility as a Moderating Variable : (A Study on Employees of the Department of Industry and an Trade in Lampung Province)

Danti Indriana; Rahyono Rahyono; Reza Hardian Pratama

The Impact of Product Innovation and Digital Capabilities on the International Competitiveness of Indonesian Culinary SMEs

Rikardus Kurnia Lango; Sudarmiatin Sudarmiatin; Heri Pratikto

Analysis of Medical Personnel Compliance Factors in Prescribing Based on the National Formulary

Siska Karma Gianti; Agusdini Banun Saptaningsih; Johanes Johanes

Effect of Performance-Based Remuneration and Organizational Support on Clinical Pathway Compliance

Eko Wahyu Irvan Saputro; Duta Liana; Yanuar Ramadhan
Tren Sitasi Jurnal