Penguatan Kapasitas Digital Marketing Melalui Program Digital Level-Up Pada Cafe Sawah Pujon

Abstract

Pokdarwis Cafe Sawah Pujon has utilized social media as a tourism promotion medium; however, its management remains incidental without structured content planning and has not yet applied digital marketing strategies optimally. The Digital Level-Up Program was designed to enhance digital marketing capacity through a participatory approach that positions partners as active subjects in the learning process. The program was implemented through three main components: the Digital Level-Up Seminar, the handover of the Cafe Sawah Promotion Kit (CASAPO-KIT) consisting of a digital marketing module and content calendar, and one-month intensive mentoring. The seminar was attended by 25 participants comprising the management and members of Pokdarwis. Program results demonstrated significant improvements in the partner's digital marketing capacity, reflected in a shift from incidental to planned and consistent content management based on the content calendar. Content performance also exceeded the established target, with a minimum target of 1,000 views per week achieved up to 10,000 views in the second week of content calendar implementation. This program concludes that enhancing digital marketing capacity among community-based tourism managers can be effectively achieved through a participatory approach that integrates training, promotional tool provision, and continuous practical mentoring.