Penguatan Kompetensi Pemasaran Digital UMKM Nasabah BPRS Albarokah melalui Pelatihan dan Praktik Langsung
Authors
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Sylvia Rozza
Politeknik Negeri Jakarta
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Ida Syafrida
Politeknik Negeri Jakarta
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Nurul Hasanah
Politeknik Negeri Jakarta
DOI:
https://doi.org/10.36312/linov.v11i3.6492Keywords:
pemasaran digital, UMKM, BPRS, pemberdayaan masyarakat, pembiayaan syariahAbstract
Usaha Mikro, Kecil, dan Menengah (UMKM) merupakan sektor yang memiliki kontribusi besar terhadap perekonomian nasional, namun masih menghadapi berbagai kendala dalam memasarkan produk secara efektif di era digital. Kondisi tersebut juga dialami oleh sebagian nasabah Bank Perekonomian Rakyat Syariah (BPRS) Albarokah yang memerlukan peningkatan kapasitas dalam memanfaatkan media digital sebagai sarana pemasaran produk. Kegiatan pengabdian kepada masyarakat ini bertujuan meningkatkan kompetensi pemasaran digital pelaku UMKM nasabah BPRS Albarokah sehingga mampu memperluas jangkauan pasar, meningkatkan penjualan produk, mendorong pertumbuhan usaha, serta mendukung peningkatan kebutuhan pembiayaan produktif dari BPRS. Kegiatan dilaksanakan melalui metode pelatihan, praktik langsung, diskusi interaktif, serta pendampingan yang menghadirkan praktisi pemasaran digital dari Global Edukasi Talenta Inkubator (GETI). Evaluasi dilakukan menggunakan pendekatan pre-test dan post-test terhadap 22 peserta yang mengikuti seluruh rangkaian kegiatan. Hasil evaluasi menunjukkan adanya peningkatan rata-rata skor pengetahuan peserta dari 80,01 menjadi 82,70 setelah pelatihan, namun Nilai Normalized Gain (N-Gain) menunjukkan efektivitas pelatihan berada pada kategori rendah, sedangkan hasil uji statistik menunjukkan peningkatan tersebut belum signifikan secara statistik. Dengan demikian, terdapat kecenderungan peningkatan pengetahuan peserta mengenai strategi pemasaran digital dan pemanfaatan media sosial sebagai sarana promosi usaha, meskipun peningkatan tersebut rendah dan belum signifikan secara statistik. Kegiatan ini memberikan kontribusi terhadap penguatan kapasitas pelaku UMKM dalam transformasi digital sekaligus mendukung pencapaian Sustainable Development Goals (SDGs), khususnya SDG 1, SDG 8, SDG 9, dan SDG 17.
Strengthening the Digital Marketing Competence of MSME Clients of BPRS Albarokah through Training and Hands-on Practice
Abstract
Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in Indonesia's economy; however, many business owners still experience limitations in utilizing digital marketing to expand market reach and improve business performance. Similar conditions were identified among MSME customers of BPRS Albarokah, who required practical competencies in implementing digital marketing strategies. This community service program aimed to enhance participants' digital marketing competencies in order to improve product promotion, increase sales, stimulate business growth, and ultimately support sustainable financing through Islamic rural banks. The program employed training sessions, hands-on practice, interactive discussions, and mentoring delivered by digital marketing professional instructors from Global Edukasi Talenta Inkubator (GETI). Program effectiveness was evaluated using a pre-test and post-test design involving 22 participants who completed the entire training program. The evaluation results indicated that the average participant score increased from 80.01 to 82.70 after training. The Normalized Gain (N-Gain) indicated a low level of learning effectiveness, while statistical testing revealed that the improvement was not statistically significant. Nevertheless, participants demonstrated better understanding of digital marketing strategies and social media utilization for business promotion. The program provided an initial contribution to MSME digital capacity building strengthened MSME digital capabilities and contributed to achieving the Sustainable Development Goals (SDGs), particularly SDG 1, SDG 8, SDG 9, SDG 17
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