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All Journal Sainteks Pendas : Jurnah Ilmiah Pendidikan Dasar Performance Jurnal Ekonomi, Bisnis, dan Akuntansi Proceeding of The International Conference on Management, Entrepreneurship, and Business
Achmad Sudjadi
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Mechanical Engineering Medicine & Pharmacology Other

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Strategic Change Management for Behavioral Transformation At Batik Pringmas Using Lewin’s Model in Digital Marketing Adoption Kensha Putri Widyasari; Achmad Sudjadi; Siti Zulaikha Wulandari
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 10 No. 03 (2025): Volume 10 No. 3 September 2025 In Order
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v10i03.32398

Abstract

Digital transformation presents both opportunities and challenges for Micro, Small, and Medium Enterprises (MSMEs) in adapting their organizational behavior and marketing practices. Batik Pringmas, a traditional batik MSME located in Banyumas Regency, is currently facing difficulties in transitioning to digital marketing due to low digital literacy, limited human resources, and a reliance on conventional methods. This study aims to develop a strategic change management framework to support behavioral transformation within the organization, using Kurt Lewin’s three-stage model: unfreezing, changing, and refreezing. A qualitative research method was employed, incorporating observation, semi-structured interviews, and documentation. The findings show that the unfreezing phase involves raising awareness about the urgency of digital adoption; the changing phase includes training on digital tools, utilizing social media platforms, and integrating marketplaces; and the refreezing phase involves reinforcing digital habits in daily operations. The proposed strategy not only facilitates behavioral change but also ensures that the organization can sustain digital practices in the long term. Keywords: Change Management, Behavioral Transformation, Batik Pringmas, Lewin’s Model, Digital Marketing
Co-Authors Ade Irma Anggraeni Aji Setyo Prabowo Aris Fahrianto Ary Yunanto Dwita Darmawati Hendro Setyono Ida Ayu Putu Sri Widnyani Imanda Naufal Yuswono Indyastuti, Devani Laksmi Kensha Putri Widyasari Lita Rizky Tanzila Najmudin Najmudin Nivi Rahmawati Oktavianus Nugraha Pandensolang Praba Wisnu Hardika Ratno Purnomo Siti Zulaikha Wulandari Tukiran Tukiran Waras Supriyono