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Abstract
Through practical digital marketing training, this community service program aimed to empower residents of Jalan Pulo Kemuning, RT 003 RW 015, South Jakarta. Many participants, including micro-entrepreneurs and homemakers, previously relied on traditional promotion methods and lacked exposure to digital tools. The program introduced them to essential platforms such as Instagram, WhatsApp Business, and Shopee, while also enhancing skills in content creation and online branding. Implemented using a participatory approach, the training involved hands-on practice, mentoring, and post-training support. The results showed increased digital literacy, improved self-confidence, and early signs of expanded market reach and sales growth among participants. While infrastructure limitations and time constraints were noted, the program's overall impact was positive and promising. This initiative reflects the role of higher education institutions in bridging digital gaps and supporting inclusive economic development through community engagement and applied knowledge transfer.
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References
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References
Arifin, A., Wardokhi, W., & Yusuf, Y. (2022). Membangun Kesadaran Kemandirian Dengan Inovasi Dan Kreatifitas Usaha Pada Pemuda Karang Taruna Rw. 07 Kelurahan Rempoa. Jurnal Abdi Masyarakat Multidisiplin, 1(1), 62-65.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing (7th ed.). Pearson Education Limited.
DataReportal. (2024). Digital 2024: Indonesia. https://datareportal.com/reports/digital-2024-indonesia
Handayani, P. W., Azzahro, F., & Hidayanto, A. N. (2020). E-commerce adoption in Indonesian SMEs: Determinants and barriers. International Journal of Electronic Commerce Studies, 11(1), 23–40. https://doi.org/10.7903/ijecs.1811
Hootsuite & We Are Social. (2023). The global state of digital 2023. https://wearesocial.com
Kartajaya, H., Kotler, P., & Setiawan, I. (2021). Marketing 5.0: Technology for humanity. John Wiley & Sons.
Kementerian Koperasi dan UKM Republik Indonesia. (2023). Laporan tahunan perkembangan UMKM nasional. Deputi Bidang UKM. https://kemenkopukm.go.id
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Kurniawati, F., & Cahyono, E. (2022). Pemanfaatan media sosial dalam pemasaran produk UMKM di era digital. Jurnal Manajemen dan Kewirausahaan Indonesia, 4(1), 45–53.
Prasetyo, H., & Lestari, A. (2021). Strategi digital marketing untuk UMKM dalam meningkatkan daya saing di tengah pandemi. Jurnal Ekonomi dan Bisnis Digital, 2(2), 91–100.
Strauss, J., & Frost, R. (2014). E-marketing (7th ed.). Pearson Education.
Sugiyono. (2019). Metode penelitian pendidikan: Pendekatan kuantitatif, kualitatif, dan R&D. Alfabeta.
Undang-Undang Republik Indonesia Nomor 20 Tahun 2008 tentang Usaha Mikro, Kecil, dan Menengah. Lembaran Negara Republik Indonesia Tahun 2008 Nomor 93.