Dari Desa ke Digital: Transformasi Pemasaran Wisata Purwabakti melalui AI Avatar dan Pendampingan Berkelanjutan

Mohammad Wartaka; Sumardjono; Arif Harbani; Dadi Muhamad Hasan Basri; Ashya Nur Azrina; Fanissa Wafha Nurhilma

Authors

Mohammad Wartaka Universitas Negeri Jakarta
Sumardjono Universitas Binaniaga Indonesia
Arif Harbani Universitas Binaniaga Indonesia
Dadi Muhamad Hasan Basri Universitas Binaniaga Indonesia
Ashya Nur Azrina Universitas Binaniaga Indonesia
Fanissa Wafha Nurhilma Universitas Binaniaga Indonesia

Keywords:

Digital Marketing, Transformasi Digital, AI Avatar, Promosi Sosial Media, Website Desa Wisata

Abstract

Program pengabdian masyarakat ini dilatarbelakangi oleh kesenjangan digital yang dihadapi oleh Kelompok Sadar Wisata (Pokdarwis) Purwabakti dalam mempromosikan potensi pariwisata desa. Mitra menghadapi tiga masalah utama: (1) keterbatasan keterampilan membuat konten digital berkualitas, (2) ketidakkonsistenan dalam mengelola media sosial, dan (3) tidak adanya platform digital terintegrasi untuk promosi wisata. Padahal, desa ini memiliki aset wisata alam yang melimpah seperti air terjun Curug Geleweran dan pemandian air panas Cipanas Kahuripan. Tujuan pengabdian adalah meningkatkan kapasitas digital mitra melalui pelatihan AI Avatar dan pembangunan sistem pemasaran digital terpadu. Metode pelaksanaan mengikuti model participatory action research dengan lima tahap: (1) sosialisasi dan FGD, (2) pelatihan pembuatan konten kreatif dan AI Avatar, (3) implementasi teknologi (website dan Meta Business Suite), (4) pendampingan intensif selama 2 bulan, dan (5) evaluasi dampak. Program melibatkan 20 anggota Pokdarwis sebagai mitra utama dengan pendekatan 30% teori dan 70% praktik. Selama periode pendampinga, hasilnya menunjukkan peningkatan signifikan: reach Instagram naik 6,8 ribu (894%), view naik 40,6 ribu (1,9 ribu %), Interaksi naik 941 kali (1,1 ribu %), kunjungan naik 513 kali ( 575 %) dan tersedianya informasi wisata teintegrasi melalui website baru (desawisatapurwabakti.online). Dampak kualitatif meliputi peningkatan kepercayaan diri mitra dalam produksi konten dan terbentuknya tim pengelola digital mandiri. Temuan ini memperkuat pentingnya pendampingan berkelanjutan dan teknologi tepat guna dalam pemberdayaan masyarakat, sekaligus menjadi model replikasi untuk desa wisata lain di Indonesia.

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