BuMDes Wukirsari Digital Transformation: Integrated Marketing Communication Strategy to Strengthen Local Economy

Abstract

Community Service carried out in Wukirsari Village, Bantul Regency, Special Region of Yogyakarta, on May 19-20, 2025, aims to enhance the management capacity of Village-Owned Enterprises (BUMDes) through the optimization of digital marketing strategies. BUMDes Wukirsari manages several strategic business units, including Warung Kopi Pojok BUMDes, BUMDesMart, Gas Station, Catering, and Embung Imogiri I Tourism, which contribute significantly to the local economy. The primary challenge is digital transformation in marketing and sales systems to expand market reach and enhance competitiveness. The activity began with participation in the 1st International Community Services 2025 Consortium as a forum for cross-institutional collaboration. Continued with field observations and in-depth interviews with BUMDes managers to identify managerial potential and constraints. Based on the theoretical framework of Philip Kotler and Kevin Lane Keller regarding integrated marketing communications, the implementation of four pillars of mass communication is proposed: (1) digital advertising through social media platforms and marketplaces to build brand awareness and wider market reach; (2) digital sales promotion in the form of coupons, flash sales, and loyalty programs to increase transactions and customer retention; (3) organizing interactive events and activities, both virtual and physical, to strengthen consumer engagement; and (4) public relations management through publication and collaboration with media and influencers to build reputation and public trust. The results of this service are presented in activity reports, scientific articles, and submissions of Intellectual Property Rights (IPR). This integrative approach is expected to increase the effectiveness of BUMDes Wukirsari management and support sustainable digital-based local economic development.