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All Journal Pendas : Jurnah Ilmiah Pendidikan Dasar Sinergi Abdimas: Jurnal Pengabdian Masyarakat
Kensha Putri Widyasari
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Social Sciences Other

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Bakti Sosial Himpunan Mahasiswa Ilmu Ekonomi dan Studi Pembangunan (HIMESBANG) FEB UNSOED di Desa Tamansari Kecamatan Karanglewas Istiqomah Istiqomah; Agung Permana Lukito; Kensha Putri Widyasari; Lilis Siti Badriah; Afifah Octaviani
Sinergi Abdimas Jurnal Pengabdian Masyarakat Vol 1 No 1 (2022): Sinergi Abdimas Jurnal Pengabdian Masyarakat
Publisher : Fakultas Ekonomi & Bisnis Universitas Jenderal Soedirman

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Abstract

Desa Tamansari Kecamatan Karanglewas merupakan salah satu desa yang masuk dalam priorotas 1 dalam penanggulangan kemiskinan di Kabupaten Banyumas pada tahun 2019. Hasil observasi dan wawancara dengan berbagai elemen masyarakat Desa Tamansari menemukan beberapa permasalahan dan tantangan sebagai berikut. Pertama adalah kurangnya kemampuan penduduk miskin mengakses layanan kesehatan. Kedua, penduduk dengan usia belum produktif (0-14 tahun) cukup besar dan membutuhkan pendampingan dalam pengembangan kreativitas. Ketiga, pohon buah-buahan di Desa Tamansari masih sedikit. Keempat, banyak UMKM di Desa Tamansari, namun belum melakukan pembukuan dan pemasarannya masih mengandalkan metode luring. Kegiatan pengabdian terdiri dari pemeriksaan kesehatan gratis, donasi nasi kotak di masjid, donasi mushaf Al-Quran melalui pengurus Taman Pendidikan Al-Quran, pentas seni, distribusi sembako, mengajar mengaji anak-anak dan kegiatan pengembangan kreativitas melalui penulisan cerita pendek, penanaman bibit pohon buah-buahan, sosialisasi pembukuan dan pemasaran digital untuk para pengusaha UMKM.
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 Achmad Sudjadi Afifah Octaviani Agung Permana Lukito Heni Pujiastuti Lilis Siti Badriah Siti Zulaikha Wulandari