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All Journal Abdi Dosen : Jurnal Pengabdian Pada Masyarakat Journal of Innovative and Creativity
Agung Maheswari, Anak Agung Istri
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PEMANFAATAN E-COMMERCE DAN PENGEMASAN KREATIF DALAM MENINGKATKAN PENJUALAN UMKM Sariani, Ni Luh Putu; Agung Maheswari, Anak Agung Istri; Intan Saputra Rini, I Gusti Ayu; Setia Sapta, I Ketut; Purba Astakoni, I Made
Abdi Dosen : Jurnal Pengabdian Pada Masyarakat Vol. 6 No. 1 (2022): MARET
Publisher : LPPM Univ. Ibn Khaldun Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1082.659 KB) | DOI: 10.32832/abdidos.v6i1.1065

Abstract

Berdasarkan observasi dan wawancara dengan pihak manajemen Peken Facebook ditemukan permasalahan, penurunan volume usaha karena kurangnya pemanfaatan e-commerce dan belum memiliki kemasan produk hampers yang menarik perhatian konsumen. Tujuan pengabdian untuk memanfaatkan e-commerce yang bernama Tokopedia dengan optimal dan meningkatkan keterampilan melalui kreativitas kemasan yang menarik pada masing-masing produk hampers. Metode kegiatan melalui sosialiasi, pelatihan dan pendampingan. Sasaran kegiatan adalah seluruh karyawan Peken Facebook yang berjumlah 5 orang. Instrumen untuk mengukur ketercapaian program adalah kuesioner pre dan post kegiatan dengan indikator pengetahuan, keterampilan penggunaan e-commerce dan pengemasan produk hampers, kualitas kemasan dan peningkatan volume usaha. Hasil rata-rata capaian kegiatan, yaitu pengetahuan karyawan mengenai konsep e-commerce meningkat dari 60% menjadi 85% dan pengemasan produk meningkat dari 50% menjadi 80%, keterampilan penggunaan e-commerce meningkat dari 65% menjadi 88% dan keterampilan pengemasan produk hampers meningkat dari 60% menjadi 85%, kualitas kemasan dari 40% menjadi 87% serta peningkatan volume usaha selama 3 bulan, yaitu April sampai dengan Juni 2021, Peken Facebook berhasil menjual 31 produk.
The Contribution of Digital Marketing to Tourist Visit Intention through Destination Image Mediation: Creative Tourism Perspective Daniel Surya Nadi, I Kadek; Sri Wisudawati, Ni Nyoman; Juwita Sari, Putu Ratna; Agung Maheswari, Anak Agung Istri
Journal of Innovative and Creativity Vol. 5 No. 3 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

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Abstract

Creative tourism has increasingly shifted the tourism value from passive sightseeing into participatory cultural experience, strengthening emotional destination attachment and revisitation intention. However, seasonal fluctuation and global tourism competition continue to challenge visitor stability in Bali, particularly in artistic hubs including Ubud, Celuk, Mas, and Batuan, Gianyar Regency. This examines how digital marketing influences tourist’s intention to visit, while positioning destination image as the intermediary factor, viewed through a creative tourism context and Destination Branding Theory. A quantitative method was applied using survey-based data and variance-using a Structural Equation Modeling approach (SEM-PLS). The study population consists of potential and past tourists interested in creative tourism activities such as silver crafting, wood carving, traditional painting, and cultural workshops. Indicators of digital marketing include social media utilization, search engine optimization, email marketing exposure, and Google business visibility. Destination image is measured through cognitive, affective, and uniqueness dimensions, while visit intention is assessed via attraction appeal, accessibility, amenity, and revisit interest. Findings from previous empirical benchmarks confirm that digital marketing significantly improves destination image, which in turn drives visit intention. However, contradictory evidence suggests that digital exposure does not always directly increase visit intention without a strong destination identity and experiential value. This study fills the gap by positioning destination image as the key mediator, specifically within creative tourism attributes emphasizing co-creation experiences, authenticity, and interactive cultural engagement. The study contributes theoretically to Destination Branding Theory expansion and practically as a digital marketing strategy framework for creative tourism destinations in Bali.
Co-Authors Astakoni, I Made Purba Daniel Surya Nadi, I Kadek I Ketut Setia Sapta Intan Saputra Rini, I Gusti Ayu Juwita Sari, Putu Ratna Ni Nyoman Sri Wisudawati