EVALUASI PROGRAM LITERASI KEUANGAN DAN PEMASARAN DIGITAL BAGI PEREMPUAN PELAKU UMKM BERBASIS MODEL CIPPO DALAM KERANGKA PREMISE OF CHANGE

Abstract

This qualitative evaluation study examines the extent to which the Premise of Change of the XYZ Foundation was implemented through a financial literacy and digital marketing training program for women micro, small, and medium enterprise (MSME) owners in coastal Tanjung Pasir, Banten, Indonesia. The CIPPO model (Context, Input, Process, Product, Outcome) was used to trace each link of the program’s change pathway. The program ran from February to March 2025 (six training sessions and four mentoring sessions), and data were collected from September to November 2025 through semi-structured interviews, observation, and document analysis (proposal, project charter, activity reports) involving one project leader, two facilitators, and 25 women MSME participants. Data were analyzed with an interactive model supported by source and technique triangulation. The program addressed documented needs, as most targeted participants had no prior exposure to formal bookkeeping or digital marketing. Inputs were largely consistent with the project charter, although the physical learning environment was less conducive. The process was implemented as planned, yet implementation fidelity did not produce equal learning gains, particularly among participants with limited digital literacy. Immediate products included the ability to separate business and household money and to use basic digital marketing tools. Early post-program outcomes were uneven: some participants sustained record-keeping and digital promotion, while others remained at the understanding stage; reported gains in customers and income were self-reported. The Premise of Change was realized at the context, input, and process levels and partly at the product level, but not yet consistently at the outcome level, underscoring the need for structured post-training mentoring.

Penelitian kualitatif evaluatif ini menilai sejauh mana premis perubahan (premise of change) Yayasan XYZ terimplementasi melalui program pelatihan literasi keuangan dan pemasaran digital bagi perempuan pelaku UMKM di wilayah pesisir Tanjung Pasir, Banten. Model CIPPO (Context, Input, Process, Product, Outcome) digunakan untuk menelusuri setiap mata rantai perubahan program. Program berlangsung pada Februari–Maret 2025 (enam pertemuan pelatihan dan empat sesi mentoring), sedangkan data dikumpulkan pada September–November 2025 melalui wawancara semi-terstruktur, observasi, dan studi dokumen (proposal, project charter, laporan kegiatan) dengan melibatkan satu project leader, dua fasilitator, dan 25 perempuan pelaku UMKM. Data dianalisis dengan model interaktif yang didukung triangulasi sumber dan teknik. Program menjawab kebutuhan yang terdokumentasi karena sebagian besar sasaran belum pernah mengenal pencatatan keuangan formal maupun pemasaran digital. Input program sebagian besar sesuai dengan project charter, meskipun lingkungan fisik pelatihan kurang kondusif. Proses berjalan sesuai rencana, tetapi kesesuaian implementasi tersebut belum menghasilkan capaian belajar yang setara, terutama bagi peserta dengan literasi digital rendah. Produk langsung program berupa kemampuan memisahkan uang usaha dan uang rumah tangga serta menggunakan perangkat dasar pemasaran digital. Outcome awal pascaprogram belum merata: sebagian peserta mempertahankan pencatatan dan promosi digital, sementara sebagian lainnya masih berada pada tahap pemahaman; peningkatan pelanggan dan pendapatan bersifat laporan diri (self-reported). Premis perubahan telah terwujud pada level konteks, input, dan proses serta sebagian pada level produk, tetapi belum konsisten pada level outcome, sehingga diperlukan pendampingan pascapelatihan yang terstruktur.