ONE-DAY DIGITAL MINDSET SHIFT: STRATEGI PENGABDIAN MASYARAKAT UNTUK UMKM KREATIF SURABAYA
DOI:
https://doi.org/10.37849/mipi.v9i1.504Keywords:
UMKM Kreatif, Digital Mindset Shift, Brief Intervention, Experiential Learning, Transformasi DigitalAbstract
Transformasi digital menjadi imperatif strategis bagi Usaha Mikro, Kecil, dan Menengah (UMKM) industri kreatif Surabaya dalam menghadapi persaingan pasar yang semakin terdigitalisasi, namun pelaku usaha mengalami digital stagnation akibat analysis paralysis dan technophobia yang menghambat adopsi teknologi. Program pengabdian konvensional berdurasi panjang menunjukkan keterbatasan efektivitas karena tidak mengakomodasi keterbatasan waktu dan karakteristik psikologis UMKM yang memerlukan pendampingan intensif namun singkat. Penelitian ini mengembangkan model "One-Day Digital Mindset Shift" yang mengintegrasikan prinsip brief intervention, experiential learning, dan nudge theory untuk mengubah mentalitas digital dari "menghindari kompleksitas" menjadi "berani memulai" dalam format intensif. Pengabdian dilaksanakan di Bella Hotel Surabaya dengan melibatkan 10 UMKM industri kreatif menggunakan metode Participatory Action Research, coaching, dan peer learning yang menciptakan psychological safety. Model terintegrasi dalam tiga fase sistematis: IGNITE untuk inisiasi mindset shift, FOCUS untuk pengambilan keputusan platform prioritas menggunakan decision matrix, serta ACTION untuk penyusunan Digital Quick Start Plan personal dan commitment ceremony. Evaluasi efektivitas menggunakan Kirkpatrick Model empat level dengan target peningkatan skor digital mindset berdasarkan pre-post test, eksekusi rencana setelah pasca-intervensi yang diverifikasi melalui screenshot evidence, serta pembentukan komunitas daring untuk accountability dan sustainability tanpa pendampingan fisik lanjutan. Hasil menunjukkan efektivitas intervensi singkat dalam memicu perubahan perilaku digital yang berkelanjutan, dengan model yang bersifat scalable, cost-effective, dan replicable untuk akselerasi transformasi digital UMKM massal sesuai target SDG 8 dan 9.
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Copyright (c) 2026 RIRIN ANDRIANA, EMMYWATI, BAMBANG SRI WIBOWO, MARTIN ZEBUA, IMAN SUPRIADI, Leonard Adrie Manafe, ABDUL CHAMID, WAHYU PURNO IRAWAN
This work is licensed under a Creative Commons Attribution 4.0 International License.
This work is licensed under a Creative Commons Attribution 4.0 International License.
