PELATIHAN PENINGKATAN KOMPETENSI PEMASARAN DIGITAL PADA ANGGOTA KOMUNITAS UMKM KECAMATAN CILEUNGSI KABUPATEN BOGOR
DOI:
https://doi.org/10.30998/pkmbatasa.v5i3.1223Keywords:
Kompetensi Digital, Pemasaran digital, Branding, UMKM, PelatihanAbstract
Komunitas UMKM Cileungsi merupakan wadah bagi para pengusaha mikro untuk membantu mengembangkan usahanya. Usaha yang umum di hadapi usaha mikro adalah kemampuan meningkatkan penjualan, hal in diakibatkan belum memahai dan menggunakan kompetensi pemasaran digital dengan baik. Berdasarkan observasi awal, para pengusaha mikro masih menghadapi keterbatasan dalam hal branding dan pemasaran digital. Pelatihan ini bertujuan untuk Meningkatkan kemampuan pemasaran digital dan branding pada pelaku usaha yang menjadi anggota komunitas UMKM Kecamatan Cileungsi.dalam pelatihan dilakukan penelitian pengukuran antara pretest dan post test untuk mendapatkan pemahaman efektivitas pelatihan. Dari hasil evaluasi pelatihan dapat mengidentifikasi kesenjangan (disonansi) antara pemahaman konseptual dan keterampilan teknis dalam kompetensi digital pada pelaku UMKM Makanan di Bekasi pasca mengikuti pelatihan literasi pemasaran digital. Metode penelitian menggunakan pendekatan kuantitatif deskriptif dengan instrumen kuesioner post-test berisi 8 pernyataan skala Likert yang diisi oleh 30 wirausaha snack rumah tangga. Hasil penelitian mengungkap adanya disonansi kompetensi, di mana dimensi pemahaman konseptual memiliki skor rata-rata tertinggi (3,90), sedangkan dimensi keterampilan teknis memiliki skor terendah (3,57). Temuan ini menunjukkan bahwa partisipan memiliki pemahaman kuat tentang pentingnya data analitik namun belum mampu mengonversinya menjadi keterampilan teknis yang memadai, terutama dalam optimasi toko online. Program pendampingan berkelanjutan direkomendasikan untuk menjembatani kesenjangan ini.
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Copyright (c) 2026 Indra Setiawan Purba (Translator); Syahrudi, Abdul Azim Wahbi, Ary Fiyanto, Prasetio Ariwibowo (Author)
This work is licensed under a Creative Commons Attribution 4.0 International License.
