Exploring Digital Village Development for Circular Economy: A Case Study of Padaringan Village-Owned Enterprise, Langonsari, Bandung Regency, Indonesia

This article examines the Village-Owned Enterprise (BUMDES) Padaringan, Bandung Regency, which is developing a digital business in the face of the digital economy and industry. Digitalization carried out by BumDes Padaringan is the process of using digital technology to change business models and provide new income and value-generating opportunities, or it can be referred to as the move to a digital business. Researchers used a qualitative method with a case study approach to see and analyze how village-owned enterprises carry out digital transformation in developing business lines as one of the industry players. Langonsari village, located in the Pameungpeuk sub-district, is a rural area with natural potential and a garment industry, making it an area with urban and rural community types. The economic potential in Langonsari village, in addition to businesses in handicrafts, Peci and Sundanese Iket, clothing, and culinary business, is also the potential for hilly natural tourism. The management of BUMDES Padaringan strives to make a healthy and highly credible digital company and become a digital village model. With the support of digital marketing research and development and effective and efficient marketing communication strategies, the community's economic potential in Langonsari village is expected to develop. This research seeks to identify the potential of BUMDES in developing digital marketing business activities, including marketing in the marketplace, creating product photo and video studios, and podcast activities to become a forum for the existence of village and BUMDES activities. The research reveals a model of digital marketing communication.