Digital Branding untuk Penguatan Pemasaran Produk Dodol Khas Desa Selat Karangasem sebagai Kearifan Lokal Bali
DOI:
https://doi.org/10.36312/etx3w337Keywords:
Digital branding, Pemasaran UMKM, Dodol Bali, Kearifan lokalAbstract
Kegiatan pengabdian kepada masyarakat ini bertujuan untuk memperkuat kapasitas pemasaran produk Dodol Bhuana Sari sebagai makanan khas Desa Selat, Karangasem, melalui penerapan strategi digital branding. Permasalahan utama mitra adalah sistem pemasaran yang masih konvensional, belum adanya identitas merek yang kuat, serta keterbatasan pemanfaatan media digital. Kegiatan dilaksanakan dengan metode partisipatif yang melibatkan dosen, mahasiswa, dan pelaku usaha melalui tahapan sosialisasi, pelatihan pembuatan logo dan label kemasan, pelatihan pemasaran digital melalui media sosial, Google My Business, dan website, serta pendampingan dan evaluasi. Evaluasi dilakukan melalui observasi, wawancara, dan analisis catatan penjualan untuk memastikan validitas hasil. Hasil kegiatan menunjukkan adanya peningkatan permintaan produk dari 100 kg menjadi 280 kg dalam dua bulan kegiatan serta peningkatan kemampuan mitra dalam pengelolaan promosi digital. Temuan awal menunjukkan adanya dampak positif terhadap kapasitas promosi dan permintaan produk, meskipun evaluasi lanjutan dibutuhkan untuk mengukur dampak jangka panjang.
Digital Branding to Strengthen the Marketing of Selat Village’s Traditional Dodol as Balinese Local Wisdom
Abstract
This community service activity aims to strengthen the marketing capacity of Dodol Bhuana Sari products as a typical food of Selat Village, Karangasem, through the implementation of digital branding strategies. The main problems faced by partners are the marketing system which is still conventional, the absence of a strong brand identity, and the limited use of digital media. The activity was carried out using a participatory method involving lecturers, students, and business actors through stages of socialization, logo and packaging label creation training, digital marketing training through social media, Google My Business, and websites, as well as mentoring and evaluation. Evaluation is conducted through observation, interviews, and analysis of sales records to ensure the validity of the results. The results of the activity showed an increase in product demand from 100 kg to 280 kg in two months of activity as well as an increase in partners' capabilities in managing digital promotions. Initial findings indicate a positive impact on promotional capacity and product demand, although further evaluation is needed to measure the long-term impact.
Downloads
References
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Parnata, I. K., Wahyuni, L. M., Sadguna, I. G. A. J., & Yuniastari Sarja, N. L. A. K. (2021). Penerapan Teknologi Tepat Guna Dalam Produksi Dan Pemasaran Usaha Betutu Khas Bali Di Banjar Mawang Kaja, Ubud, Gianyar. Dharmakarya, 10(4), 353–356. https://doi.org/10.24198/dharmakarya.v10i4.35247
Ranti, T. M. (2025). The Impact Of Social Media Marketing (SMM) On Consumer Experience And Consumer Brand Engagement. JPRO, 6(2).
Santosa, I. D. M. C., Suprapto, P. A., & Sarja, N. L. A. K. Y. (2020). Pemanfaatan Media Pemasaran Online dan Diversifikasi Produk Untuk Keberlangsungan Usaha Telur Asin. Madaniya, 1(4), 156–164. https://madaniya.pustaka.my.id/journals/contents/article/view/31
Saputra, M. D., Sarja, N. L. A. K. Y., & Suprapto, P. A. (2023). Pengelolaan Usaha Madu Kele Kele Bali Di Menanga Karangasem. Studi Kasus Inovasi Ekonomi, 07(02), 129–140. http://ejournal.umm.ac.id/index.php/skie
Sarja, N. L. A. K. Y., Utami, N. M. M. A., & Wahyuni, L. M. (2023). Pengembangan UMKM Kain Perca Melalui Pemanfaatan Teknologi Tepat Guna Di Tabanan Bali. Lumbung Inovasi: Jurnal Pengabdian Kepada Masyarakat, 8(3), 430–438. https://doi.org/10.36312/linov.v8i3.1345
Sarja, N. L. A. K. Y., Wiyati, R. K., Suwirmayanti, L. G. P., & Ratniasih, N. L. (2018). IbPE Kerajinan Perak di Gianyar dan Denpasar Bali. Majalah Aplikasi Ipteks NGAYAH, 9(1), 93–100.
Sudiadnyani, I. G. A. O., Pratiwi, N. M. W. D., & Sarja, N. L. A. K. Y. (2021). Pemberdayaan UMKM Kripik Jepun Bali di Dusun Medahan Blahbatuh Gianyar. Madaniya, 2(4), 399–404. https://madaniya.pustaka.my.id/journals/contents/article/view/112
Sugiyanto, D., Darius, A., Susanto, H., Uyun, A. S., Mai, J., & Syahrullah, M. (2022). Perancangan Mesin Pengaduk Dodol Dengan Kapasitas 40 Kg Untuk Meningkatkan Produksi Pengolahan Dodol Betawi. Jurnal Kajian Teknik Mesin, 7(1), 1–6.
Suprapto, P. A., Sarja, N. L. A. K. Y., Adiaksa, I. M. A., & Suarja, I. K. (2022). Pengolahan Sisa Asparagus Menjadi Keripik dan Pemasaran Produk Pada Koperasi Tani Mertanadi di Desa Pelaga Kabupaten Badung. Madaniya, 3(4), 985–992. https://madaniya.pustaka.my.id/journals/contents/article/view/316
Utthavi, W. H., Waisnawa, I. G. N. S., Sarja, N. L. A. K. Y., & Suprapto, P. A. (2020). Pemberdayaan Usaha Tahu Di Dusun Banda Desa Saba Kecamatan Blahbatuh Gianyar. Logista Jurnal Ilmiah Pengabdian Kepada Masyarakat, 4(2). http://logista.fateta.unand.ac.id
Zusrony, E., Dianta, I. A., Widyaningsih, D., & Santoso, A. B. (2021). Digital Branding Strategy On MSME Products In The Era Of The Covid-19 Pandemic. Business and Accounting Research (IJEBAR) Peer Reviewed-International Journal, 5(4). https://jurnal.stie-aas.ac.id/index.php/IJEBAR
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Ni Luh Ayu Kartika Yuniastari Sarja, Ni Wayan Wahyu Astuti, I Made Anom Adiaksa, Tyas Raharjeng Pamularsih, Ni Ketut Pradani Gayatri Sarja, Kadek Ayu Dwijuliasri, Ni Made Ayu Maya Puspita
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
Lumbung Inovasi: Jurnal Pengabdian Kepada Masyarakat is licensed under a Creative Commons Attribution 4.0 International License.
