1. Home
  2. Vol 4, No 5 (2025)
  3. Santoso

Improving the Marketing Performance of Village-Owned Enterprises and Tourism Villages by Strengthening Social Media Marketing Skills and Service Quality

Adi Santoso, Riski Taufik Hidayah, Yaya Sunarya

Abstract


This community service program aims to empower the Village-Owned Enterprise and Tenjolaya Tourism Village by strengthening social media marketing skills and improving service quality. Tenjolaya Village has significant natural and cultural tourism potential. However, tourism destination management faces various challenges, particularly in digital marketing and service quality, resulting in under-utilization of this potential. This activity actively involves the community in training, mentoring, and developing marketing strategies and tourism services. The methods used in this community service program are participatory, including intensive training on social media marketing, service quality improvement workshops, ongoing mentoring, and the formation of social media and tourism service management teams. The training focuses on utilizing social media platforms such as Instagram, Facebook, and TikTok for tourism promotion. At the same time, the workshop aims to improve the community's skills in providing excellent service to tourists. Intensive mentoring is provided to ensure effective and sustainable strategy implementation. The expected results of this activity are an increase in the number of tourist visits through effective digital promotion, increased tourist satisfaction through quality services, and community empowerment in independently managing tourism potential. This community service activity aims to improve the performance of the Village-Owned Enterprise and tourist villages and empower the community to become independent in managing its tourism potential. This program is expected to significantly impact the economic development and well-being of the Tenjolaya Village community through a systematic and sustainable approach

Keywords


Tourism, Enterprises, Community Service, Social Media Marketing, Service Quality

References


Alamshah, M. R., Santoso, A., & Sumarsono, H. (2024). Peningkatan Kepuasan Pelanggan Indihome Di Ponorogo Melalui Inovasi Produk, Layanan Digital, Dan Kemudahan Penggunaan. INNOVATIVE: Journal Of Social Science Research, 4, 9692–9704.

Alshammari, S. H., & Alkhwaldi, A. F. (2025). An integrated approach using social support theory and technology acceptance model to investigate the sustainable use of digital learning technologies. Scientific Reports, 15(1), 342. https://doi.org/10.1038/s41598-024- 83450-z

Dua, P. (2024). Building Purchase Intention through Live Streaming Platforms: Mediating Role of Customer Engagement. Journal of Promotion Management, 30(4), 657–680. https://doi.org/10.1080/10496491.2023.2289900

Kuska, D. A. R., Wijayanto, H., & Santoso, A. (2024). Improving The E-Satisfaction and E- Loyalty Based on E-Trust and E-Service Quality on Shopee Customer. Journal of Consumer Sciences, 9(1), 22–39. https://doi.org/10.29244/jcs.9.1.22-39

Prasetya, A. Y., Astono, A. D., & Ristianawati, Y. (2021). Analisa Startegi Pengaruh Influencer Marketing Di Social Media Dan Online Advertising Terhadap Keputusan Pembelian (Studi Kasus Pada Toko On Line Zalora). Prosiding Seminar Nasional Unimus, 4(0). https://prosiding.unimus.ac.id/index.php/semnas/article/view/805

Purnomo, R., Budiono, A., Fitriani, A. P., Santoso, A., & Hamidah, C. (2022). Increasing Digital Sharia Banking Transactions in Completing Society Needs via EDC Machine and Laku Pandai (Personal Agent). Proceedings of the 1st Borobudur International Symposium on Humanities, Economics and Social Sciences (BIS-HESS 2019), Universitas Muhammadiyah

Magelang.

Santoso, A., & Cendriono, N. (2024). Enhancing economic self-reliance by promoting the development of local traditional herbal medicine as a flagship product. Community Empowerment, 9(8), 1228–1234. https://doi.org/10.31603/ce.12179

Santoso, A., Erdawati, Ririn Tri Ratnasari, Dyah Palupiningtyas, & Muh. Yani Balaka. (2020). Determinants of Social Media Use by Handicraft Industry of Indonesia and Its Impact on Export and Marketing Performance: An Empirical Study. International Journal of Innovation, Creativity and Change, 12(9). https://www.ijicc.net/index.php/volume-12- 2020/175-vol-12-iss-9

Santoso, A., Mustoffa, A. F., Astuti, D., & Riawan, R. (2024). Community empowerment through waste processing innovation based on maggot cultivation. Community Empowerment, 9(10), 1546–1553. https://doi.org/10.31603/ce.12415

Santoso, A., Ristianawati, Y., Barata, W., & Suprayitno, D. (2024). Metodologi Penelitian Manajemen Bisnis (1st ed.). CV.EUREKA MEDIA AKSARA.

Sulaiman, E., Herlina, E., & Pertiwi, V. A. (2021). Fascinating Digital Marketing, Excellent Service, Brand Awareness, Tactics That Can Help Business Grow During Pandemic on SMSEs Culinary Tourism. Jurnal Akuntansi, Manajemen Dan Ekonomi, 23(4). https://doi.org/10.32424/1.jame.2021.23.4.3762

Teguh, I. (2024). Peningkatan Produktivitas BUMDes untuk Pemberdayaan Masyarakat dan UMKM dalam Mewujudkan Ekosistem Ekonomi Digital. Sinar Sang Surya, 1(8). https://doi.org/10.24127/sss.v8i1.3118

Wu, L., Liu, S. Q., Ma, S. (David), & Hanks, L. (2023). Platform-centric vs. multi-party service failure: an examination of consumers’ negative word of mouth about sharing economy platforms. International Journal of Contemporary Hospitality Management, 35(4), 1332–1375. https://doi.org/10.1108/IJC


Full Text: PDF

Refbacks

  • There are currently no refbacks.


Copyright (c) 2025 Adi Santoso, Riski Taufik Hidayah, Yaya Sunarya

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.