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All Journal Jurnal Altifani Penelitian dan Pengabdian kepada Masyarakat Sinergi International Journal of Management and Business
I Gede Agus Antesa Paramartha
Institut Desain dan Bisnis Bali
Religion Humanities Computer Science & IT Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Nursing Public Health Social Sciences

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Pendampingan Pelatihan Pemasaran Digital: Peralihan Word-of-Mouth  Menuju Digital Branding pada UMKM di Gianyar, Bali Ni Kadek Suryani; Ngurah Gede Dwi Mahadipta; Anita Heptariza; Dwi Sih Winarti; I Made Satrya Ramayu; I Made Sudarsana; Luh Ade Calista Sandy Wendikasari; I Gede Agus Antesa Paramartha
Jurnal Altifani Penelitian dan Pengabdian kepada Masyarakat Vol. 6 No. 5 (2026): September 2026 - Jurnal Altifani Penelitian dan Pengabdian kepada Masyarakat
Publisher : Indonesian Scientific Journal

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59395/altifani.v6i5.1244

Abstract

Sebagai sentra industri kreatif Bali yang fokus pada kriya kayu dan seni rupa, Desa Tegalalang di Gianyar menghadapi tantangan transisi pemasaran dari metode konvensional-pasif menuju ekosistem digital. Kesenjangan teknologis mengakibatkan produk-produk berkualitas ekspor milik UMKM setempat terisolasi dari jangkauan pasar internasional yang lebih luas. Kegiatan PKM ini bertujuan meningkatkan daya saing 10 UMKM di Tegalalang melalui transformasi digital branding. Menggunakan model pendampingan partisipatif dengan siklus PDCA (Plan-Do-Check-Act), program memberikan pelatihan intensif mengenai pemanfaatan media sosial dan platform e-commerce melalui pendampingan langsung dan pelatihan teknis oleh dosen serta mahasiswa Prodi Bisnis Digital, IDB Bali. Penilaian pre-test dan post-test untuk mengukur kompetensi mitra dalam tiga dimensi: pemahaman konsep digital branding, keterampilan operasional media sosial bisnis, dan pengelolaan platform e-commerce. Hasil menunjukkan peningkatan skor kompetensi keseluruhan sebesar 72% (dari skor rata-rata pre-test 2,1 menjadi post-test 3,6). Secara spesifik, 100% mitra (10 dari 10) berhasil membuat akun bisnis aktif di Instagram dan Shopee, 90% (9 dari 10) menghasilkan konten promosi digital menggunakan Canva, dan 80% (8 dari 10) mampu mengunggah katalog produk dan mengelola transaksi secara mandiri melalui platform e-commerce. Temuan ini menunjukkan bahwa model pendampingan partisipatif efektif menjembatani kesenjangan digital dan menginisiasi transformasi perilaku pemasaran UMKM yang terukur dari ketergantungan word-of-mouth menuju keterlibatan digital yang proaktif.
Exploring Digital Transformation Strategies of Non-Starred Hotels in Bali: A Study on Pulau Bali Hotel Denpasar Ni Kadek Suryani; Anita Heptariza; Luh Ade Calista Sandy Wendikasari; I Gede Agus Antesa Paramartha
Sinergi International Journal of Management and Business Vol. 4 No. 3 (2026): August 2026
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijmb.v4i3.1029

Abstract

The stagnation of competitiveness among non-star hotel MSMEs in Bali has emerged as a critical issue amid the acceleration of global digital tourism. In the face of pervasive digital disruption, non-star hotels confront a "Digital Readiness Gap" that threatens their very existence. This study investigates the Digital Readiness Gap in hospitality MSMEs through a qualitative case study of Pulau Bali Hotel Denpasar. Using the Resource-Based View (RBV) lens, data were gathered from five key informants and analyzed thematically. A qualitative descriptive approach was utilized, involving in-depth interviews with five key informants comprising hotel owners, operational managers, and operational staff. Data were analyzed thematically to map the integration of internal resources with appropriate technologies. The novelty of this research lies in the development of a 'Class Upgrade' roadmap, which was synthesized from the thematic findings, and delineating a three-stage transition from manual operations to digital maturity: (1) Digital Literacy Foundation (2) Operational Automation and (3) Strategic Integration with Star-Rated Standards. Each stage specifies required resources (financial allocation, training hours, technology procurement), measurable indicators (staff certification rates, double-booking reduction, guest satisfaction scores), and evaluation benchmarks against Minister of Tourism Regulation No. 4 of 2021, transforming the roadmap into an empirically grounded, actionable framework.The findings provide yield strategic implications for hotel managers undertaking operational modernization, as well as for local governments as a foundation for MSME digital acceleration policies. The urgency of this research resides in efforts to strengthen local economic resilience, enabling these enterprises to transform into internationally competitive and sustainable business entities.
Co-Authors Anita Heptariza Dwi Sih Winarti I Made Satrya Ramayu I Made Sudarsana Luh Ade Calista Sandy Wendikasari Ngurah Gede Dwi Mahadipta Ni Kadek Suryani