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All Journal Abdimas: Jurnal Pengabdian Masyarakat Universitas Merdeka Malang Community Development Journal: Jurnal Pengabdian Masyarakat Journal of Servite Journal of Research on Business and Tourism International Journal of Applied Sciences in Tourism and Events Dharma: Jurnal Pengabdian Masyarakat Jurnal Kepariwisataan: Destinasi, Hospitalitas dan Perjalanan Journal of Digital Media Communication
Jati Paras Ayu
Institut Komunikasi Dan Bisnis LSPR
Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Public Health Social Sciences Other

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Digital Marketing Strategy through Instagram in Payakumbuah Padang Restaurant Rifqi Zain; Jati Paras Ayu
Journal of Research on Business and Tourism Vol. 5 No. 1 (2025): Journal of Research on Business and Tourism
Publisher : Lembaga Penelitian Publikasi dan Pengabdian Masyarakat LSPR

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37535/104005120251

Abstract

The development of digital marketing has had a significant impact on business marketing strategies, especially in the culinary sector. This research aims to analyze digital marketing promotion strategies through Instagram implemented by the Padang Payakumbuah Restaurant owned by Arief Muhammad. This research method uses a qualitative approach with data collection in the form of interviews with the management and observations of the Instagram content @padangpayakumbuah. The research findings explain that the digital marketing strategy implemented by Padang Payakumbuah focuses on three aspects: Search Engine Optimization (SEO), Social Media Content, and Quoting. SEO optimization through Google Business and social media can enhance the visibility and the number of visitors to the restaurant. The utilization of engaging and unique content on social media has successfully built engagement and strengthened brand awareness for Padang Payakumbuah. Furthermore, the use of quoting in captions and customer reviews plays a role in establishing trust and consumer loyalty.The digital marketing strategy through Instagram can be considered successful in increasing brand exposure and customer engagement for Padang Payakumbuah. Suggestions for further development include strengthening interactions with followers, conducting regular performance analyses, and implementing customer loyalty programs to maintain competitiveness in the culinary industry.
PENGEMBANGAN DESA WISATA EDUKATIF BERBASIS MEDIA PROMOSI DIGITAL MELALUI PROGRAM GEMA DI DESA CIDERUM BOGOR Jati Paras Ayu; Jennifer Helga Hartono; Ferdinando Daniell Kusuma Lanajaya; Amela Inggrid Wibowo; Nadia Agustina
Dharma: Jurnal Pengabdian Masyarakat Vol. 7 No. 1 (2026): Mei
Publisher : Universitas Pembangunan Nasional "Veteran" Yogyakarta

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Abstract

The “GEMA – Gerakan Aksi Membangun Branding” program was designed to address the challenges faced by Ciderum Tourism Village through strengthening destination branding and enhancing community capacity in marketing the village’s tourism potential in a professional and sustainable manner. The program emphasized the use of digital promotional media, including the development of e-books, e-booklets, and promotional videos, as strategic branding instruments. Ciderum Tourism Village has experienced a decline in tourist arrivals over the past three years, primarily due to the lack of a strong destination identity and limited digital promotional activities. This initiative was implemented by Tourism students from LSPR Institute of Communication and Business using a structured socialization approach conducted through pre-event, main event, and post-event stages. The findings indicate a significant improvement in the digital marketing knowledge and management capacity of the Tourism Awareness Group (Pokdarwis) in Ciderum Tourism Village. Prior to the program, only 30% of Pokdarwis members demonstrated an understanding of digital-based tourism marketing, while after the intervention, the level of understanding increased to 70%. Overall, the program generated a highly positive and sustainable impact on the local community, particularly the Pokdarwis, by strengthening their ability to promote the destination effectively and reinforcing Ciderum’s branding as an educational tourism village in Bogor. Keywords: Educational Tourism Village, Ciderum, Bogor
Penerapan Plantable Packaging dan Green Interactive Mobile Apps untuk Meningkatkan Branding Sustainability EcoTourism Pada Produk Kecantikan EcoEnzym di UMKM BaliTangi Jati Paras Ayu; Rani Chandra Oktaviani; AA Istri Putri Dwi Jayanti
Journal of Servite Vol. 7 No. 2 (2025): Journal of SERVITE
Publisher : Institut Komunikasi dan Bisnis LSPR

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37535/

Abstract

Kegiatan Pengabdian kepada Masyarakat (PKM) ini bertujuan untuk meningkatkan branding sustainability eco-tourism pada produk kecantikan berbasis eco-enzym yang dikembangkan oleh UMKM BaliTangi melalui penerapan plantable packaging dan pengembangan green interactive mobile applications. Permasalahan utama yang dihadapi UMKM BaliTangi meliputi belum optimalnya kemasan produk dalam merepresentasikan identitas sebagai produk kecantikan yang sepenuhnya eco-friendly. Meskipun kandungan produk telah berbasis eco-enzym dan ramah lingkungan, kemasan yang digunakan masih berbahan plastik dan bersifat sederhana, sehingga belum sejalan dengan upaya membangun branding sebagai produk kecantikan berkelanjutan dan eco-tourism merchandising. Selain itu, UMKM BaliTangi juga menghadapi kendala dalam sistem pemasaran dan transaksi digital, khususnya untuk pembelian daring dan repeat order dari wisatawan mancanegara. Upaya promosi melalui website, media sosial, dan aplikasi WhatsApp dinilai belum efektif karena keterbatasan integrasi sistem penjualan dan pendataan transaksi. Metode pelaksanaan kegiatan menggunakan pendekatan partisipatif yang mencakup identifikasi kebutuhan mitra, perancangan dan implementasi plantable packaging berbasis benih tanaman, pengembangan aplikasi mobile interaktif yang terintegrasi dengan website dan media sosial, serta pendampingan dan evaluasi pemanfaatannya. Hasil kegiatan menunjukkan peningkatan daya tarik visual dan nilai keberlanjutan produk, kemudahan akses pembelian daring, serta penguatan citra BaliTangi sebagai produk kecantikan eco-friendly berbasis eco-tourism. Simpulan menunjukkan bahwa integrasi inovasi kemasan hijau dan aplikasi digital interaktif efektif dalam memperkuat branding keberlanjutan dan daya saing UMKM secara berkelanjutan. Kata kunci: Kemasan Tanam, Aplikasi Mobile Interaktif, Branding Keberlanjutan, UMKM, Bali ABSTRACT   This Community Service Program (PKM) aims to enhance sustainability eco-tourism branding of eco-enzyme–based cosmetic products developed by BaliTangi MSME through the implementation of plantable packaging and the development of green interactive mobile applications. The main challenges faced by BaliTangi MSME include the suboptimal representation of its product packaging in reflecting a fully eco-friendly cosmetic identity. Although the product ingredients are eco-enzyme–based and environmentally friendly, the packaging currently relies on plastic materials and remains relatively simple, thus failing to align with efforts to establish branding as a sustainable cosmetic product and eco-tourism merchandising. In addition, BaliTangi MSME encounters constraints in digital marketing and transaction systems, particularly regarding online purchases and repeat orders from international tourists. Promotional efforts through websites, social media, and WhatsApp applications have not yet proven effective due to limited integration of sales platforms and transaction data management. The program employed a participatory approach encompassing partner needs assessment, the design and implementation of seed-based plantable packaging, the development of an interactive mobile application integrated with websites and social media, as well as continuous mentoring and utilization evaluation. The results demonstrate an improvement in product visual appeal and sustainability value, enhanced accessibility for online purchasing, and strengthened brand image of BaliTangi as an eco-friendly, eco-tourism–based cosmetic product. In conclusion, the integration of green packaging innovation and interactive digital applications is effective in reinforcing sustainability branding and enhancing the long-term competitiveness of MSMEs. Keywords: Plantable Packaging, Green Interactive Mobile Apps, Branding Sustainability, UMKM, Bali
Co-Authors AA Istri Putri Dwi Jayanti Adinda Gadis Christi Bramundita Alsa Manda Apliant Amela Inggrid Wibowo Ayu Rakhmi Tiara Hamdani Christian Asluki Maruanaya Cristian Asluki Maruanaya Cyntia Keliat Dewi Rachmawati Dewi Rachmawati Fachry Adam Ferdi Hakim Ferdinando Daniell Kusuma Lanajaya Jennifer Helga Hartono Kurniasari, Kenyo Kharisma Maulibian Perdana Putra Nadia Agustina Rachmadizal Ramonita, Latifa Rani Chandra Oktaviani Rifqi Zain Siti Adelita Raif Khadijah Stephanny Lianardo Vitha Octavanny Vitha Octavanny Yesi Pandu Pratama Wibowo Yesi Pandu Pratama Wibowo DC Yuliana Riana Prasetyawati