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All Journal Jurnal Abdimas Maduma PASCIDEV: Pasundan Social Science Development
Putri Ekaresty Haes
Universitas Pendidikan Nasional, Indonesia
Humanities Education Social Sciences

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Analysis of Influencer Strategies in Shaping Young People’s Wellness Lifestyles in Bali Ayu Made Bianca Juarez; Sahri Aflah Ramadiansyah; Putri Ekaresty Haes
Pasundan Social Science Development Vol. 6 No. 2 (2026): Pasundan Social Science Development (PASCIDEV)
Publisher : Doctoral Program of Social Science Pasundan University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56457/pascidev.v6i2.349

Abstract

The proliferation of digital health content has fundamentally transformed how Generation Z adopts wellness habits, yet it also introduces risks such as health misinformation and unrealistic body ideals. This study is significant as it explores social media's role within Bali’s global wellness hub. Despite extensive marketing literature, a research gap exists regarding how influencers move beyond transactional promotion toward the long-term internalization of preventive health behaviors. This research aims to analyze the communication strategies and impression management techniques used by Bali based wellness influencers to cultivate sustainable lifestyles. Utilizing a qualitative descriptive method, data were gathered through the triangulation of digital observations on TikTok and Instagram, semi-structured interviews, and documentation. Findings reveal that influencers leverage Bali’s "aestheticized wellness" and cultural prestige to construct authenticity, shifting the focus from short-term purchase intentions to identity-driven community engagement. Specifically, integrating trends like "sober curious" and mental health awareness catalyzes significant lifestyle transformations among followers. Results further indicate that highly curated visual narratives are more effective than conventional health education in triggering behavioral changes among Gen Z. In conclusion, wellness influencers act as social architects defining new norms for holistic well-being. Future research should investigate the long-term sustainability of these shifts and how platform algorithms impact the dissemination of preventive health messages.
Penguatan Branding Dan Pemasaran Digital Melalui Pelatihan Digital Marketing Oleh Diamond Ride I Gede Oka Himalaya; Putri Ekaresty Haes; Putu Ratna Juwita Sari; Puti Eva Ditayani; I Gusti Ngurah Widya Hadi Saputra
JURNAL ABDIMAS MADUMA Vol. 4 No. 3 (2025): Oktober, 2025
Publisher : English Lecturers and Teachers Association (ELTA)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52622/jam.v4i3.511

Abstract

Kegiatan PKL (Praktik Kerja Lapangan) ini bertujuan untuk mengenalkan kegiatan digital marketing kepada mahasiswa sebagai bentuk implementasi kerjasama antara Universitas Pendidikan Nasional dengan Mitra yaitu Diamond Ride. Kegiatan digital marketing ini dilaksanakan oleh mitra untuk pengembangkan bisnis yang bergerak di bidang apparel motor dan lifestyle. Metode yamg dipergunakan dalam kegiatan pengabdian kepada masyarakat ini (PKL) meliputi tahap persiapan yang dilakukan oleh pihak mitra pada mahasiswa, yang kedua pelatihan digital marketing dan metode yang ketiga adalah evaluasi kegiatan yang dilakukan di akhir proses kegiatan PKL (Praktik Kerja Lapangan). Hasil kegiatan menunjukkan peningkatan signifikan dalam kemampuan mahasiswa  dalam mengelola akun media sosial secara profesional, menghasilkan konten yang lebih menarik, konten kreatif, melaksanakan perencanaan kalender konten, penggunaan tools digital, serta pemanfaatan fitur iklan berbayar, serta serta memahami metrik performa digital Kata Kunci : Digital marketing; media sosial; pelatihan; admin sosial media, brand lokal, Diamond Ride  
Co-Authors Ayu Made Bianca Juarez I Gede Oka Himalaya I Gusti Ngurah Widya Hadi Saputra Puti Eva Ditayani Putu Ratna Juwita Sari Sahri Aflah Ramadiansyah