<![CDATA[Kegiatan pengabdian kepada masyarakat ini bertujuan untuk memperkuat kapasitas pemasaran produk Dodol Bhuana Sari sebagai makanan khas Desa Selat, Karangasem, melalui penerapan strategi digital branding. Permasalahan utama mitra adalah sistem pemasaran yang masih konvensional, belum adanya identitas merek yang kuat, serta keterbatasan pemanfaatan media digital. Kegiatan dilaksanakan dengan metode partisipatif yang melibatkan dosen, mahasiswa, dan pelaku usaha melalui tahapan sosialisasi, pelatihan pembuatan logo dan label kemasan, pelatihan pemasaran digital melalui media sosial, Google My Business, dan website, serta pendampingan dan evaluasi. Evaluasi dilakukan melalui observasi, wawancara, dan analisis catatan penjualan untuk memastikan validitas hasil. Hasil kegiatan menunjukkan adanya peningkatan permintaan produk dari 100 kg menjadi 280 kg dalam dua bulan kegiatan serta peningkatan kemampuan mitra dalam pengelolaan promosi digital. Temuan awal menunjukkan adanya dampak positif terhadap kapasitas promosi dan permintaan produk, meskipun evaluasi lanjutan dibutuhkan untuk mengukur dampak jangka panjang. Digital Branding to Strengthen the Marketing of Selat Village’s Traditional Dodol as Balinese Local Wisdom Abstract This community service activity aims to strengthen the marketing capacity of Dodol Bhuana Sari products as a typical food of Selat Village, Karangasem, through the implementation of digital branding strategies. The main problems faced by partners are the marketing system which is still conventional, the absence of a strong brand identity, and the limited use of digital media. The activity was carried out using a participatory method involving lecturers, students, and business actors through stages of socialization, logo and packaging label creation training, digital marketing training through social media, Google My Business, and websites, as well as mentoring and evaluation. Evaluation is conducted through observation, interviews, and analysis of sales records to ensure the validity of the results. The results of the activity showed an increase in product demand from 100 kg to 280 kg in two months of activity as well as an increase in partners' capabilities in managing digital promotions. Initial findings indicate a positive impact on promotional capacity and product demand, although further evaluation is needed to measure the long-term impact.]]>
