Edukasi digital marketing sebagai upaya peningkatan keterampilan digital masyarakat Pemagarsari

Dea Delia Lestari, Ratna Arista Dewi, Abdul Aji Kresna Tri Anggara

Abstract


This study presents an innovative community-based digital marketing training program in Pemagarsari Village aimed at empowering rural housewives facing low digital literacy. The program introduces key digital marketing concepts, e-commerce, and cybersecurity, utilizing a pre-experimental one-group pre-test post-test design analyzed to empirically measure intervention effectiveness. Result demonstrated a substantial improvement in participants’ digital literacy, with average scores rising from 50 (pre-test) to 80 (post-test), and most participants showing newly acquired skills in basic e-commerce operations and business-focused social media use. These findings highlight the empirical contribution of structured training for building digital capacities among rural women and offer a scalable intervention model for similar communities. The main limitations of this study, small sample size and basic training module scope, suggest the need for follow-up research employing longitudinal approaches and ongoing digital mentoring to sustain transformation. Overall, this program provides a foundational step for accelerating the digital economic development of rural communities.

Keywords


E-commerce; Digital Literacy; Digital Marketing; Technology

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DOI: https://doi.org/10.17509/tmg.v6i1.81642

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Tekmulogi: Jurnal Pengabdian Masyarakat, 
(e-ISSN:2777-0990 | p-ISSN:2777-1199) published by Universitas Pendidikan Indonesia, Kampus UPI di Cibiru.


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