Digital Transformation and Branding for Empowering the Creative Economy Based on Local Wisdom: Transformasi Digital dan Branding untuk Pemberdayaan Ekonomi Kreatif Berbasis Kearifan Lokal

Muhamad Yusup; Muhammad Faris Ariq; Erni Juliana Al Hasanah Nasution; Aulianda Zahrina Fahreza; John Edwards

doi:10.34306/abdi.v6i1.1228

Penulis

Muhamad Yusup University of Raharja Author https://orcid.org/0000-0003-3053-6562
Muhammad Faris Ariq University of Raharja Author
Erni Juliana Al Hasanah Nasution Institut Teknologi dan Bisnis Ahmad Dahlan Jakarta Author https://orcid.org/0000-0002-2610-0320
Aulianda Zahrina Fahreza University of Raharja Author
John Edwards Pandawan Incorporation Author

DOI:

https://doi.org/10.34306/abdi.v6i1.1228

Kata Kunci:

Digital Transformation, Creative Economy, Local Wisdom

Abstrak

Digital transformation and strengthening local brand identity are key to encouraging creative economic empowerment based on local wisdom. This study aims to analyze the influence of creative communication strategies, brand personality, digital marketing engagement, user-generated content, and social media platform interactivity on the effectiveness of village community empowerment programs. Using a quantitative approach and Structural Equation Modelling (SEM) methods through SmartPLS software, data were collected from 300 respondents involved in a local potential-based digital entrepreneurship program. The results show that creative communication strategies and interactive social media platforms significantly increase digital participation and community emotional connection to local products. Brand personality and user-generated content also contribute positively to creative business image and market appeal. This study emphasizes the importance of integrating local values into digital branding narratives to create differentiation and consumer loyalty. These findings provide practical implications for stakeholders in designing empowerment policies and programs that are technology based yet rooted in local culture. Thus, this study contributes to the development of a sustainable and inclusive village creative economy ecosystem in the digital era.

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