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All Journal Journal of Organizational Analysis and Performance Jurnal Inovasi dan Pengabdian
Amalia Fatia
Universitas Pamulang
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Sosialisasi Pemasaran Holistik Berbasis Digital Dalampengembangan Badan Usaha Milik Desa (BUMDES) Pancalaksana Amalia Fatia; Tiara Asti Meida
Jurnal Inovasi dan Pengabdian Vol. 2 No. 2 (2026): Jurnal Inovasi dan Pengabdian
Publisher : Athallah Publishing Globalndo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64845/bhaktika.v2i2.369

Abstract

Perkembangan teknologi digital telah membawa perubahan signifikan dalam praktik pemasaran, menuntut setiap pelaku usaha termasuk Badan Usaha Milik Desa (BUMDes) untuk beradaptasi secara cepat terhadap dinamika pasar. BUMDes Pancalaksana, yang memiliki potensi ekonomi lokal cukup besar, masih menghadapi keterbatasan dalam hal strategi pemasaran modern dan pemanfaatan teknologi digital. Kegiatan pengabdian kepada masyarakat ini bertujuan memberikan pemahaman komprehensif kepada pengelola BUMDes mengenai konsep pemasaran holistik yang terintegrasi dengan teknologi digital, melalui pendekatan edukatif dan partisipatif. Kegiatan dilaksanakan dalam enam tahap: persiapan, identifikasi kebutuhan, sosialisasi, pelatihan praktik digital marketing, pendampingan, serta evaluasi dan monitoring. Hasil kegiatan menunjukkan peningkatan signifikan pada pemahaman pengelola BUMDes terhadap konsep pemasaran holistik, kemampuan penggunaan platform digital, serta kapasitas penyusunan strategi pemasaran yang terarah dan terintegrasi. Program ini berkontribusi pada penguatan kelembagaan BUMDes sebagai penggerak ekonomi desa yang adaptif, inovatif, dan berdaya saing tinggi.
Transforming the Four Pillars of Holistic Marketing in the Social Media Ecosystem: Systematic Literature Review 2020-2026 Amalia Fatia; Tiara Asti Meida; Silvi Yuniar; Veronika Joan Jasmine
Journal of Organizational Performance and Analysis Vol. 2 No. 2 (2026): Journal of Organizational Analysis and Performance
Publisher : Athallah Publishing Globalindo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64845/optimanus.v2i2.400

Abstract

The development of social media as a business ecosystem has driven a paradigm shift in marketing from a partial approach to an integrated holistic approach. The concept of holistic marketing introduced by Kotler and Keller, with its four pillars including relationship, internal, integrated, and societal marketing, offers a relevant framework for understanding this transformation. However, there is no systematic synthesis that links the framework to social media marketing practices, especially in the context of developing countries such as Indonesia. This study aims to map the development of research on the application of holistic marketing through social media in the period 2020-2026 using the Systematic Literature Review (SLR) method with the PRISMA protocol. Of the 60 articles identified through Google Scholar, Garuda, and OpenAlex, as many as 20 articles met the inclusion criteria for thematic analysis. The results of the synthesis identified four main themes the dominance of relationship marketing that transformed into community-driven engagement; the transition of integrated marketing from traditional IMC to data-based omnichannel; (3) the shift of societal marketing from CSR as an add-on to a core strategy; and internal marketing as the least underrepresented pillar, creating asymmetry in the implementation of holistic marketing. The conceptual contribution of this article is the first synthesis to connect Kotler's four-pillar framework to the social media ecosystem, while providing a future research roadmap for the development of holistic marketing in the digital age.
Co-Authors Silvi Yuniar Tiara Asti Meida Veronika Joan Jasmine