Strategic Change Management for Behavioral Transformation At Batik Pringmas Using Lewin’s Model in Digital Marketing Adoption
DOI:
https://doi.org/10.23969/jp.v10i03.32398Keywords:
Change Management, Behavioral Transformation, Batik Pringmas, Lewin’s Model, Digital MarketingAbstract
Digital transformation presents both opportunities and challenges for Micro, Small, and Medium Enterprises (MSMEs) in adapting their organizational behavior and marketing practices. Batik Pringmas, a traditional batik MSME located in Banyumas Regency, is currently facing difficulties in transitioning to digital marketing due to low digital literacy, limited human resources, and a reliance on conventional methods. This study aims to develop a strategic change management framework to support behavioral transformation within the organization, using Kurt Lewin’s three-stage model: unfreezing, changing, and refreezing. A qualitative research method was employed, incorporating observation, semi-structured interviews, and documentation. The findings show that the unfreezing phase involves raising awareness about the urgency of digital adoption; the changing phase includes training on digital tools, utilizing social media platforms, and integrating marketplaces; and the refreezing phase involves reinforcing digital habits in daily operations. The proposed strategy not only facilitates behavioral change but also ensures that the organization can sustain digital practices in the long term. Keywords: Change Management, Behavioral Transformation, Batik Pringmas, Lewin’s Model, Digital MarketingDownloads
References
Amali, M. S., Fatmawati, S., & Rosdiana, D. A. (2025). Peran Platform Digital Terhadap Pengembangan UMKM di Indonesia. 4(1), 338–341.
Andika, A., Jennifer, J., Huang, J. C., & Sebastian, J. C. (2021). Analysis of Digital Marketing Adoption in Indonesian Micro, Small, and Medium Enterprises. Jurnal Manajemen Bisnis, 18(3), 308–328. https://doi.org/10.38043/jmb.v18i3.3173
Armenakis, A. A., & Harris, S. G. (2009). Reflections: our Journey in Organizational Change Research and Practice. Journal of Change Management, 9(2), 127–142. https://doi.org/10.1080/14697010902879079
Astuti, D., & Rosita, R. (2024). Pentingnya Transformasi Digital UMKM dalam Pengembangan Ekonomi Indonesia Politeknik LP3I Jakarta , Indonesia.
Ben Slimane, S., Coeurderoy, R., & Mhenni, H. (2022). Digital transformation of small and medium enterprises: a systematic literature review and an integrative framework. International Studies of Management and Organization, 52(2), 96–120. https://doi.org/10.1080/00208825.2022.2072067
Burnes, B. (2004). Kurt Lewin and the planned approach to change: A re-appraisal. Journal of Management Studies, 41(6), 977–1002. https://doi.org/10.1111/j.1467-6486.2004.00463.x
By, R. T. (2005). Organisational change management: A critical review. Journal of Change Management, 5(4), 369–380. https://doi.org/10.1080/14697010500359250
Cameron, E., & Green, M. (2012). Making sense of change management: a complete guide to the models, tools, and techniques of organizational change. In Choice Reviews Online (4th ed., Vol. 50, Issue 02). Kogan Page. https://doi.org/10.5860/choice.50-0961
Cawsey, T. F., Deszca, G., & Ingols, C. (2016). Organizational Change: An Action-Oriented Toolkit (3rd ed.). SAGE Publications.
Creswell, J. W., & Creswell, J. D. (2018). Research design: Qualitative, quantitative, and mixed methods approaches (5th ed.). SAGE Publications.
Dave, C., & Fiona, E.-C. (2022). Digital Marketing: Strategy, Implementation and Practice. Pearson Education.
Evans, D. (2014). Leading change. In Pharmaceutical Journal (Vol. 292, Issues 7811–7812). Harvard Business Review Press. https://doi.org/10.14742/apubs.2011.1725
Farhani, I., & Chaniago, H. (2021). Faktor Penentu Transformasi Digital UMKM: Bukti dari Indonesia. Prosiding The 12th Industrial Research Workshop and National Seminar , 1010–1015.
Fernandez, S., & Rainey, H. G. (2006). Managing successful organizational change in the public sector. Public Administration Review, 66(2), 168–176. https://doi.org/10.1111/j.1540-6210.2006.00570.x
Kirrane, M., Lennon, M., O’Connor, C., & Fu, N. (2017). Linking perceived management support with employees’ readiness for change: the mediating role of psychological capital. Journal of Change Management, 17(1), 47–66. https://doi.org/10.1080/14697017.2016.1214615
Lincoln, Y. S., & Guba, E. G. (1988). Criteria for Assessing Naturalistic Inquiries as Reports.
Miles, M. B., & Huberman, A. M. (1994). Qualitative data analysis: An expanded sourcebook. sage.
Oreg, S., & Berson, Y. (2019). Leaders’ impact on organizational change: Bridging theoretical and methodological chasms. Academy of Management Annals, 13(1), 272–307. https://doi.org/10.5465/annals.2016.0138
Price, D. O., Lewin, K., & Cartwright, D. (1951). Field Theory in Social Science: Selected Theoretical Papers. In D. Cartwright (Ed.), American Sociological Review (Vol. 16, Issue 3). Harper & Row. https://doi.org/10.2307/2087618
Rao, S. S., & Klein, J. D. (2013). Strategies for implementing change: A case study of micro businesses. Journal of Small Business and Enterprise Development, 20(4), 934–951. https://doi.org/10.1108/JSBED-04-2012-0056
Ratnaningtyas, H., & Wicaksono, H. (2025). Barriers and Opportunities for MSME Development in Indonesia : Internal and External Perspectives. 3(01), 163–170.
Schein, E. H. (2010). Organizational culture and leadership (Vol. 2). John Wiley & Sons.
Tan, C. C. (2006). The Theory and Practice of Change Management. In Asian Business & Management (5th ed., Vol. 5, Issue 1). Palgrave Macmillan. https://doi.org/10.1057/palgrave.abm.9200152
Thomson, T. (1992). Managing Change. In Facilities (8th ed., Vol. 10, Issue 5). Pearson Education. https://doi.org/10.1108/EUM0000000002190
Tohidi, H., & Jabbari, M. M. (2012). Organizational culture and leadership. In Procedia - Social and Behavioral Sciences (4th ed., Vol. 31). Jossey-Bass. https://doi.org/10.1016/j.sbspro.2011.12.156
Vial, G. (2019). Understanding digital transformation: A review and a research agenda. Journal of Strategic Information Systems, 28(2), 118–144. https://doi.org/10.1016/j.jsis.2019.01.003
Wijaya, H., & Giawa, D. (2025). Peran pola pikir digital dalam meningkatkan daya saing UMKM. Jurnal Ekonomi Dan Bisnis, 15(2), 200–215.
Yin, R. K. (2018). Case study research and applications (Vol. 6). Sage Thousand Oaks, CA.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Pendas : Jurnal Ilmiah Pendidikan Dasar
This work is licensed under a Creative Commons Attribution 4.0 International License.
