This study aims to analyze how Social Media Marketing (SMM) influences Brand Awareness, Brand Image, Customer Engagement, and Purchase Decision. Using Signal Processing and Information Processing theories, this research identifies gaps in the literature regarding the relationship between SMM, Brand Awareness, Brand Image, Customer Engagement, and Purchase Decision. This research employs a quantitative approach with a survey method to collect data from 105 respondents. The sampling technique used is purposive sampling, which means selecting samples based on specific criteria relevant to the research. The criteria used are consumers who have seen or interacted with SilverQueen's social media marketing content. The collected data was analyzed using Smart PLS (Partial Least Squares) to test the structural model and measurement model. This study shows that Social Media Marketing plays a crucial role in enhancing Brand Awareness, Brand Image, Customer Engagement, and Purchase Decision for SilverQueen chocolate. The findings underscore the importance of effective social media marketing strategies for achieving better business outcomes.

This study aims to examine the Physical Aspects, Personality Interaction, Problem Solving, mediated by Customer Satisfaction against Customer Loyalty. The data used in this study used data obtained from questionnaires distributed to customers at Mirota Campus, DI Yogyakarta. The number of questionnaires distributed in this study to 220 respondents. The research data were analyzed using multiple linear regression analysis using the SPSS 25 program. The results of this study indicate (X1) Physical Aspects not have a positive effect on (Z) Customer Satisfaction. (X2) Personality Interaction has a positive effect on (Z) Customer Satisfaction. (X3) Problem Solving has a positive effect on (Z) Customer Satisfaction. (Z) Customer Satisfaction directly has a positive effect on (Y) Customer Loyalty. (X1) Physical Aspects through (Z) Customer Satisfaction has a significant influence on (Y) Customer Loyalty. (X2) Personality Interaction through (Z) Customer Satisfaction has a significant influence on (Y) Customer Loyalty. (X3) Problem Solving through (Z) Customer Satisfaction has no significant effect on (Y) Customer Loyalty and service quality mediated by costumer satisfaction (Z) on costumer loyalty (Y) has a positive effect.

Mitra kegiatan Pengabdian Masyarakat ini adalah ibu-ibu PKK dari pedukuhan Wonocatur, Banguntapan, Bantul. Sebagian besar dari mereka adalah ibu-ibu PKK ini adalah ibu rumah tangga dengan tingkat pendapatan yang relatif masih rendah ditambah lagi tingkat pendidikan mereka masih rendah pula. Namun, perkumpulan PKK ini sebenarnya memiliki berbagai macam kegiatan usaha UMKM seperti batik jumputan, kerajinan tangan dan sebagainya walaupun masih belum dikelola dengan lebih baik lagi. Dengan demikian terdapat peluang kerja untuk memperbaiki kondisi ekonomi keluarga di pedukuhan Wonocatur, Banguntapan, Bantul. Permasalahannya adalah kesadaran akan berwirausaha yang masih belum stabil (dapat berhenti kerja secara tiba-tiba), sistem penganggaran (keuangan) dan sistem pembukuan yang masih belum baik. Strategi maupun metode yang dilakukan dalam ABDIMAS ini adalah presentasi motivasi berwirausaha dan pelatihan pengganggaran serta pembukuan. Hasil yang diperoleh adalah materi beserta pemahaman dan pelatihan sistem penganggaran (keuangan) dan sistem pembukuan untuk mendukung berbagai macam kegiatan usaha UMKM yang dimiliki ibu-ibu PKK dari pedukuhan Wonocatur, Banguntapan Bantul.