"Directory name is invalid." etc. with rabbitmq-plugins on Windows - rabbitmq

Question

I'm trying to get RabbitMQ going on Windows 10 by following these instructions.
However, when trying to enable the management plugin via powershell command:
./rabbitmq-plugins enable rabbitmq_management
I get the following:
The directory name is invalid.
The filename, directory name, or volume label syntax is incorrect.
Unsupported node name: hostname is invalid (possibly contains unsupported characters).
If using FQDN node names, use the -l / --longnames argument.
I've tried setting HOMEDRIVE=C: as the blog suggested.
What am I doing wrong?
EDIT
Per the comment below I did the following:
PS C:\program files\rabbitmq server\rabbitmq_server-3.7.15\sbin> ./rabbitmq-service.bat stop
The directory name is invalid.
The filename, directory name, or volume label syntax is incorrect.
The RabbitMQ service is stopping.
The RabbitMQ service was stopped successfully.
PS C:\program files\rabbitmq server\rabbitmq_server-3.7.15\sbin> ./rabbitmq-service.bat uninstall
The directory name is invalid.
The filename, directory name, or volume label syntax is incorrect.
*********************
Service control usage
*********************
rabbitmq-service help - Display this help
rabbitmq-service install - Install the RabbitMQ service
rabbitmq-service remove - Remove the RabbitMQ service
The following actions can also be accomplished by using
Windows Services Management Console (services.msc):
rabbitmq-service start - Start the RabbitMQ service
rabbitmq-service stop - Stop the RabbitMQ service
rabbitmq-service disable - Disable the RabbitMQ service
rabbitmq-service enable - Enable the RabbitMQ service
PS C:\program files\rabbitmq server\rabbitmq_server-3.7.15\sbin> set HOMEDRIVE=C:
PS C:\program files\rabbitmq server\rabbitmq_server-3.7.15\sbin> ./rabbitmq-service.bat install
The directory name is invalid.
The filename, directory name, or volume label syntax is incorrect.
RabbitMQ service is already present - only updating service parameters
"WARNING: Using RABBITMQ_ADVANCED_CONFIG_FILE: C:\Users\Mj\AppData\Roaming\RabbitMQ\advanced.config"
2019-06-14 10:55:09.630000
args: []
format: "Failed to create cookie file 'l:/.erlang.cookie': enoent"
label: {error_logger,error_msg}
2019-06-14 10:55:09.630000 crash_report #{label=>{proc_lib,crash},report=>[[{initial_call,{auth,init,['Argument__1']}},{pid,<0.57.0>},{registered_name,[]},{error_info,{error,"Failed to create cookie file 'l:/.erlang.cookie': enoent",[{auth,init_cookie,0,[{file,"auth.erl"},{line,286}]},{auth,init,1,[{file,"auth.erl"},{line,140}]},{gen_server,init_it,2,[{file,"gen_server.erl"},{line,374}]},{gen_server,init_it,6,[{file,"gen_server.erl"},{line,342}]},{proc_lib,init_p_do_apply,3,[{file,"proc_lib.erl"},{line,249}]}]}},{ancestors,[net_sup,kernel_sup,<0.46.0>]},{message_queue_len,0},{messages,[]},{links,[<0.55.0>]},{dictionary,[]},{trap_exit,true},{status,running},{heap_size,610},{stack_size,27},{reductions,1456}],[]]}
2019-06-14 10:55:09.635000 supervisor_report #{label=>{supervisor,start_error},report=>[{supervisor,{local,net_sup}},{errorContext,start_error},{reason,{"Failed to create cookie file 'l:/.erlang.cookie': enoent",[{auth,init_cookie,0,[{file,"auth.erl"},{line,286}]},{auth,init,1,[{file,"auth.erl"},{line,140}]},{gen_server,init_it,2,[{file,"gen_server.erl"},{line,374}]},{gen_server,init_it,6,[{file,"gen_server.erl"},{line,342}]},{proc_lib,init_p_do_apply,3,[{file,"proc_lib.erl"},{line,249}]}]}},{offender,[{pid,undefined},{id,auth},{mfargs,{auth,start_link,[]}},{restart_type,permanent},{shutdown,2000},{child_type,worker}]}]}
2019-06-14 10:55:09.704000 supervisor_report #{label=>{supervisor,start_error},report=>[{supervisor,{local,kernel_sup}},{errorContext,start_error},{reason,{shutdown,{failed_to_start_child,auth,{"Failed to create cookie file 'l:/.erlang.cookie': enoent",[{auth,init_cookie,0,[{file,"auth.erl"},{line,286}]},{auth,init,1,[{file,"auth.erl"},{line,140}]},{gen_server,init_it,2,[{file,"gen_server.erl"},{line,374}]},{gen_server,init_it,6,[{file,"gen_server.erl"},{line,342}]},{proc_lib,init_p_do_apply,3,[{file,"proc_lib.erl"},{line,249}]}]}}}},{offender,[{pid,undefined},{id,net_sup},{mfargs,{erl_distribution,start_link,[]}},{restart_type,permanent},{shutdown,infinity},{child_type,supervisor}]}]}
2019-06-14 10:55:09.742000 crash_report #{label=>{proc_lib,crash},report=>[[{initial_call,{application_master,init,['Argument__1','Argument__2','Argument__3','Argument__4']}},{pid,<0.45.0>},{registered_name,[]},{error_info,{exit,{{shutdown,{failed_to_start_child,net_sup,{shutdown,{failed_to_start_child,auth,{"Failed to create cookie file 'l:/.erlang.cookie': enoent",[{auth,init_cookie,0,[{file,"auth.erl"},{line,286}]},{auth,init,1,[{file,"auth.erl"},{line,140}]},{gen_server,init_it,2,[{file,"gen_server.erl"},{line,374}]},{gen_server,init_it,6,[{file,"gen_server.erl"},{line,342}]},{proc_lib,init_p_do_apply,3,[{file,"proc_lib.erl"},{line,249}]}]}}}}},{kernel,start,[normal,[]]}},[{application_master,init,4,[{file,"application_master.erl"},{line,138}]},{proc_lib,init_p_do_apply,3,[{file,"proc_lib.erl"},{line,249}]}]}},{ancestors,[<0.44.0>]},{message_queue_len,1},{messages,[{'EXIT',<0.46.0>,normal}]},{links,[<0.44.0>,<0.43.0>]},{dictionary,[]},{trap_exit,true},{status,running},{heap_size,987},{stack_size,27},{reductions,184}],[]]}
2019-06-14 10:55:09.789000 std_info #{label=>{application_controller,exit},report=>[{application,kernel},{exited,{{shutdown,{failed_to_start_child,net_sup,{shutdown,{failed_to_start_child,auth,{"Failed to create cookie file 'l:/.erlang.cookie': enoent",[{auth,init_cookie,0,[{file,"auth.erl"},{line,286}]},{auth,init,1,[{file,"auth.erl"},{line,140}]},{gen_server,init_it,2,[{file,"gen_server.erl"},{line,374}]},{gen_server,init_it,6,[{file,"gen_server.erl"},{line,342}]},{proc_lib,init_p_do_apply,3,[{file,"proc_lib.erl"},{line,249}]}]}}}}},{kernel,start,[normal,[]]}}},{type,permanent}]}
{"Kernel pid terminated",application_controller,"{application_start_failure,kernel,{{shutdown,{failed_to_start_child,net_sup,{shutdown,{failed_to_start_child,auth,{\"Failed to create cookie file 'l:/.erlang.cookie': enoent\",[{auth,init_cookie,0,[{file,\"auth.erl\"},{line,286}]},{auth,init,1,[{file,\"auth.erl\"},{line,140}]},{gen_server,init_it,2,[{file,\"gen_server.erl\"},{line,374}]},{gen_server,init_it,6,[{file,\"gen_server.erl\"},{line,342}]},{proc_lib,init_p_do_apply,3,[{file,\"proc_lib.erl\"},{line,249}]}]}}}}},{kernel,start,[normal,[]]}}}"}
Kernel pid terminated (application_controller) ({application_start_failure,kernel,{{shutdown,{failed_to_start_child,net_sup,{shutdown,{failed_to_start_child,auth,{"Failed to create cookie file 'l:/.er
Crash dump is being written to: C:\Users\Mj\AppData\Roaming\RabbitMQ\log\erl_crash.dump...done

Answer 1

Seems that the Order at which the commands are ran Matters, this worked for me, shuffle them around
SET HOMEDRIVE=C:
rabbitmq-plugins.bat enable rabbitmq_management
rabbitmq-service.bat stop
rabbitmq-service.bat install
rabbitmq-service.bat start

Answer 2

Based off of the comment #LukeBakken made in the original question, I was able to get around this by creating a local admin user and doing the install under the local admin user. This was after hours of battling by setting the HOMEDRIVE, etc.

Answer 3

I solved this by following way :
1. Opened command prompt using administrative mode
2. Go to sbin directory. Execute command "SET HOMEDRIVE=C:"

Answer 4

Based on the comment from Luke Bakken, this is what worked for me:
Almost the same as his comment, but instead of uninstall I had to use remove. uninstall was not recognized.
"Log in as the admin user you installed RMQ with; Open the "RabbitMQ Command Prompt (sbin dir)" terminal, run:"
.\rabbitmq-service.bat stop
.\rabbitmq-service.bat remove
set HOMEDRIVE=C:
.\rabbitmq-service.bat install
.\rabbitmq-plugins.bat enable rabbitmq_management
.\rabbitmq-service.bat start