Phygital-Based Approach in Bridging The Gap in Digital Transformation


  • Gulam Hazmin Universitas PGRI Yogyakarta
  • Ajeng Wijayanti Universitas 17 Agustus 1945 Jakarta


Phygital, Digital Transformation, Customer Experience


Vacathon 2022 is an annual activity of the Bandung City Culture and Tourism Office with the theme of successful economic recovery affected by the pandemic and strengthening digitalization in the creative economy sector. Vacathon 2022 consist of three main activities, they are Hackaton, Bandung Apps Festival, and various workshops held with the aim of creating applications in the creative field of tourism that are made 24 hours non-stop through hackathon exhibitions that can be used and support the development of the Patrakomala website. The writer's session focused on discussing digital transformation, by utilizing the initial capital of digitalization in Indonesia to achieve the digital transformation goals by 2025. The writer became the main speaker who discussed the development of digital transformation in the digital era in Indonesia, digital transformation frameworks and solutions that can be used as a bridge to minimize the gaps in digital transformation. The solution that the writer explained in the presentation session is a phygital-based transformation approach. Phygital is a combination of physical and digital, which focuses on combining the best elements of physical and digital components to develop a better customer experiences when customers use products. The success of the phygital approach depends on three main components, which are Instant, Connected and Engaging. Success in executing these three components of phygital well will increase service success rate and customer satisfaction.

Author Biography

Ajeng Wijayanti, Universitas 17 Agustus 1945 Jakarta

Fakultas Ekonomi, Bisnis dan Ilmu Sosial Prodi Akuntansi


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How to Cite

Hazmin, G., & Wijayanti, A. (2022). Phygital-Based Approach in Bridging The Gap in Digital Transformation. International Journal of Community Service Learning, 6(2). Retrieved from