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Putri Wahyuni
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UTILIZATION OF DIGITAL MARKETING IN SUSTAINABLE TOURISM DEVELOPMENT IN PEMATANG JOHAR Muammar Rinaldi; Ihdina Gustina; Putri Wahyuni; Lazuardy, Dedy
International Review of Practical Innovation, Technology and Green Energy (IRPITAGE) Vol. 5 No. 3 (2025): November 2025 - February 2026
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.19442560

Abstract

This community service activity aims to improve the digital capabilities of MSMEs and rice field tourism managers in Pematang Johar Village, Deli Serdang Regency, through the implementation of digital marketing to support sustainable tourism development. This village has significant potential in the agrotourism and local product sectors, but has not been fully optimized through technology-based promotional strategies. The activity was implemented using a participatory and educational approach, including preparation, training, mentoring, and evaluation. A total of 30 participants consisting of MSMEs and village tourism managers participated in training on creating digital business accounts, designing promotional content, and implementing marketing strategies through social media and marketplaces. Evaluation was carried out through pre- and post-tests to measure participants' understanding, as well as field observations of the practical application of the training outcomes. The results showed significant improvement, with 87% of participants able to operate digital promotional media independently. The implementation of digital marketing strategies had a positive impact on increasing local product sales by 40% and tourist visits by 25%. This activity demonstrated that digitalization of tourism promotion and MSMEs can strengthen the synergy between sustainable tourism and community economic empowerment, as well as create a technology-based, inclusive and sustainable tourism village development model.
Co-Authors Achichan Dani Grasella Natasya Adek apriyandi Adelia Syarifuddin Adyaksana, Rahandhika Ivan Afni Haryanti Harahap Agus Dahlia Ahmad Habiby Efendi Ahmad Rahmadani Ahmad Wahyudi Zein Airlangga Bramayudha Aldi Prasetyo Alzaber Alzaber Andri Hansaso Nasution Andri Purnama Angelina Anggara Oktaviandi Anggun Miftakhul Jannah Astri wahyuni Aulia Adrinovra Aulia Miftahul Janna Awaludin Martin Bayo Harahap Cyrene Eugenia Stephanie Darwin Wijaya Dedy Lazuardi Defista, Chelsea Desi Fitrah Nainggolan Diah Dina Aminata Dinda Maharani Enda Noviyanti Simorangkir Erni Felixcyrus Ganily Fifi Fatmawati Rahayu Fikra Ridhatul Hasanah Fira Zulmawati Fitri Wulan Sari Fitriana Yolanda Frenky Situmorang Giva Ravianda Hamda Hamda Harini Vita Puteri Haritsah Hammamah Harahap Ibrania Euis Anggie Sianturi Ihdina Gustina Ika Parma Dewi Ilmi Okcya Pratami Irma Rosita Jaya Hardi Juli Arlis Sianturi Khairina Kristy, Carin Lailan Syakira Taufan Laksono Trisnantoro Lazuardy, Dedy Lilis Marina Angraini Lusmino Basia M. Halim Sahil M. Maulana Hamzah Marwan Romadhon Maulana Afwannur Maurin Dina Mayla Maslakahatun Nisa Mayongki Samudra Permana Mia Nur Sabnah Michelle Mohammad Teguh Pambudi Muammar Rinaldi Muhammad Hanif Muhammad Idris Muhammad Ras Muis Muhammad Sholeh Anshorie Muhammad Sufyan Tsauri Mutmainnah Nabila Marsyanada Nadya Nani Kurniasih Ni Ketut Sumarni Nika Pristiya Novia Xelly Yolanda T. Simbolon Nuralam Syamsuddin Nurkarantina Nurul Afzan Najis Oki Candra Opi Andriana Pascal Gamaliel Tarigan Pio Rolanda Egisaputra Prima Aulia Prismawiryanti Prismawiryanti Putri Maisanda Putri Ramadani Rafidah RAfidah Rahma Fadhilah Rahmad Efendi Rhamayanti, Yuni Risa Lidia Batubara Rizky Pratama Khairullah Rumona Habibah Lubis Ruth L. Sitakar Sahrul Syawal Saragih, Liharman Selfie Gultom Sofyan Husein Siregar Soni Dharma Syaputra SULASTRI Sumarni Sumarni Susan Grace Veranita Nainggolan Syamsir Syamsir Tampubolon, Michael Yitro Thamrin Thamrin Titania Dwi Ramadani Tri Ning Dian Maula Wahyu Juari Setiawan Wahyu Lestari Utami Wilson Yuliana Nurfadilah Zakariya, Novie Andriani Ziyadul Haq Anniami Zulrafli