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The fashion retail brands in Indonesia have shown a significant downward trend, particularly with well-known fashion brands like Zara. This decline reflects changes in several factors influencing consumers' purchase intentions, such as brand experience and consumer involvement. This study aims to examine the influence of brand experience and consumer involvement on the purchase intention of Zara products. The research design applied in this study is quantitative with a descriptive approach. Non- probability sampling was used due to challenges in randomly reaching all Zara consumers, as the exact number of visitors could not be accurately determined. The sampling technique applied was purposive sampling, with a total sample of 150 respondents. Based on the research results, it can be concluded that Brand Experience has significant effect on the Purchase Intention of Zara products, and Consumer Involvement also has significant effect on the Purchase Intention of Zara products.

This study aims to examine the influence of social media marketing and brand experience on purchase intention through brand equity as a mediating variable in fore coffee. This research is motivated by increasing purchase intentions due to the use of social media identified as a key factor in influencing consumer perceptions of the Fore coffee brand. Additionally, brand experience is considered a factor that plays an important role in shaping brand equity, and ultimately motivating purchase intention. This research used respondents with the criteria of having or encountered content on Fore Coffee social media and knowing about Fore Coffee drinks in the Tangerang area. The sampling technique used in this research used a purposive sampling technique of 140 respondents using the SEM analysis method. The research results in this study show that social media marketing and brand experience have a positive effect on brand equity. Social media marketing and brand experience also have a positive effect on purchase intention. Brand equity also has a positive effect on purchase intention. Then, the social media marketing variable has a direct and positive effect on purchase intention through brand equity. The brand experience variable also has a direct and positive effect on purchase intention through brand equity. The managerial implication of this research on Fore Coffee is that marketing strategies via social media need to be improved to strengthen Fore Coffee brand equity. Managing brand experience well can improve consumer perception of the brand. Furthermore, increasing brand equity can be used as a focus to stimulate consumer purchasing intentions.

Riset ini bertujuan untuk menyelidiki pengaruh dari kepirbadian merek dan pengalaman yang dihasilkan merek pada pembentukan ikatan emosional merek pada merek Starbuck. Penyelenggaran survey dilakukan secara daring kepada 272 pelanggan Starbucks di kota Malang. Data hasil survey dianalisis menggunakan metode regresi linear ganda pada SPSS 2022. Hasil analisis memperlihatkan bahwa faktor kepribadian merek dan pengalaman merek secara parsial berpengaruh terhadap pembentukan ikatan emosional merek. Diantara keduanya, kepribadian merek ditemukan lebih dominan berdampak pada ikatan emosional merek. Namun, kedua variabel hanya memiliki dampak sebesar 29,8% terhadap ikatan emosional merek. Hal ini berarti faktor kepribadian merek lebih berperan pada pembentukan ikatan emosional merek pada pelanggan Starbuck di Malang. Hasil studi juga menyarankan agar Starbucks perlu lebih memahami kebutuhan pelanggan yang berusia 21-35 tahun. Adanya pergeseran generasi konsumen dari Milenial ke generasi Z dapat menghasilkan perbedaan kebutuhan dan persepektif terhadap kepribadian merek dan pengalaman merek, yang pada akhirnya akan dapat menciptakan peningkatan pada ikatan emosional merek.

Pengabdian kepada masyarakat ini dilatarbelakangi oleh maraknya usaha wisata yang diinisiasi oleh masyarakat di berbagai wilayah Indonesia, termasuk di desa Sidowayah, kecamatan Polanharjo, Kabupaten Klaten yang memilki potensi wisata alam. Namun dalam perjalananya, upaya mempertahankan eksistensi dan pemasarannya justru menjadi beban tersendiri. Tujuan dari pengabdian ini adalah untuk mengoptimalkan penggunaan media sosial dalam promosi wisata. Metode yang digunakan adalah melaksanakan focus group discussion yang diikuti para penggiat wisata desa dan pemangku kepentingan untuk mengidentifikasi permasalahan serta menemukan alternatif solusi. Kesimpulannya adalah bahwa promosi melalui media sosial sudah dilakukan dengan baik oleh penggiat wisata, namun lebih efektif jika yang melakukan adalah para wisatawan yang puas menyebarluaskan pengalaman mereka dalam wisata di desa Sidowayah.Kata kunci: media sosial, promosi wisata, Sidowayah