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All Journal Eastasouth Journal of Effective Community Services
Putri Mentari
Sekolah Tinggi Ilmu Ekonomi Eka Prasetya
Social Sciences

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Digitalization of Tourism Villages: Digital Marketing Strategies for the Development of Pematang Johar Tourism Hana Salsabila Lubis; Putri Mentari; Sipnarong Kanchanawongpaisan; Muhammad Hafiz Abd.Rashid; Nurul Ilyana Binti Muhd Adnan; Chyntia Agustin
Eastasouth Journal of Effective Community Services Vol 4 No 02 (2025): Eastasouth Journal of Effective Community Services (EJECS)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/ejecs.v4i02.507

Abstract

Digital transformation is increasingly crucial for tourism villages in Indonesia as tourist behavior shifts toward digital technology for travel decisions. However, many villages remain behind in digital literacy and online marketing skills. Pematang Johar Tourism Village in Deli Serdang Regency, North Sumatra, exemplifies this challenge. Despite its strong agricultural and cultural potential, it struggles to promote itself effectively due to limited human resources, inadequate infrastructure, and minimal understanding of digital marketing strategies. To address these gaps, a community service program emphasizing digitalization training and mentoring was implemented. The program focused on improving digital literacy, developing creative promotional content, and utilizing social media as a marketing tool. Through participatory and hands-on learning, participants enhanced their ability to create engaging digital content, manage social media platforms, and highlight local cultural values in promotions. The #ExplorePematangJohar campaign further boosted the village’s online visibility and digital identity.
Pematang Johar Creative Village: Developing a Creative Village through Local Wisdom – Based Economic Empowerment Putri Mentari; Hana Salsabila Lubis; Muhammad Hafiz Abd. Rashid; Khairil Umuri; Teuku Muhammad Syahrizal; Sipnarog Kanchawongpaisan; Mhd Ihsan
Eastasouth Journal of Effective Community Services Vol 4 No 02 (2025): Eastasouth Journal of Effective Community Services (EJECS)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/ejecs.v4i02.515

Abstract

This community service program was implemented by lecturers and students if STIE Eka Prasetya in Pematang Johar Village, North Sumatra, in response to the underutilization of local products (various rice, duck egges, tempe, and its derivatives, batik, and recycled crafts) for creative economic development and sustainable tourism. The program aimed to empower the community by strengthening entrepreneurial capacity, product innovation, and the use of local wisdom as the identity of a creative village. The approach used included workshops, participatory training, business mentoring, and hands-on digital marketing practice over one month. As a result, local producers improved product quality and variety, enhanced design and packaging, began using social media for promotion, and developed a better understanding of a basic business management. This program demonstrates the important role of higher education institutions in knowledge transfer and in supporting the development of creative, locally rooted village economies.
Co-Authors Chyntia Agustin Hana Salsabila Lubis Mhd Ihsan Muhammad Hafiz Abd. Rashid Muhammad Hafiz Abd.Rashid Nurul Ilyana Binti Muhd Adnan Sipnarog Kanchawongpaisan Sipnarong Kanchanawongpaisan Teuku Muhammad Syahrizal Umuri, Khairil