PENINGKATAN KOMPETENSI DIGITAL PELAKU UMK MELALUI PELATIHAN DIGITAL MARKETING DI RUMAH BUMN TASIKMALAYA

Silma Rahmawati, - and Azizah Fauziyah, - and Nizza Nadya Rachmani, - (2025) PENINGKATAN KOMPETENSI DIGITAL PELAKU UMK MELALUI PELATIHAN DIGITAL MARKETING DI RUMAH BUMN TASIKMALAYA. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Para pelaku Usaha Mikro dan Kecil (UMK) didorong untuk mampu beradaptasi dengan memanfaatkan teknologi digital dalam mengelola usahanya. Kompetensi digital menjadi suatu keterampilan yang harus dimiliki supaya para pelaku UMK mampu bersaing pada masa teknologi digital yang terus berkembang pesat. Penelitian ini ditujukan untuk menganalisis pengaruh pelatihan digital marketing terhadap peningkatan kompetensi digital pelaku UMK di Rumah BUMN Tasikmalaya. Penelitian menggunakan metode One Group Time Series Design dengan melibatkan pelaku UMK yang mengikuti pelatihan digital marketing. Instrumen penelitian berupa kuesioner pretest dan posttest berdasarkan indikator Pelatihan Digital Marketing sebagai variabel X, dan indikator Peningkatan Kompetensi Digital sebagai variabel Y, diukur dengan skala Likert. Analisis statistik deskriptif digunakan sebagai alat untuk menggambarkan profil responden dan distribusi jawaban, perhitungan N-Gain untuk mengukur besaran peningkatan kompetensi digital, uji paired sample t-test guna mengidentifikasi perbedaan signifikan antara sebelum dan sesudah pelatihan untuk melihat kontribusi variabel X terhadap Y, serta uji hipotesis untuk memastikan signifikansi pengaruh. Berdasarkan hasil nilai N-Gain yang berada pada kategori peningkatan sedang, mengindikasikan adanya peningkatan kompetensi digital setelah pelatihan. Berdasarkan hasil uji paired t-test diperoleh nilai signifikansi 0,000 (< 0,05) yang menunjukkan adanya perbedaan secara signifikan mengenai kompetensi digital sebelum dan sesudah dilakukannya pelatihan. Hal ini membuktikan bahwa pelatihan digital marketing mampu meningkatkan kemampuan kompetensi digital para pelaku UMK secara signifikan. Micro and Small Enterprises (MSEs) are encouraged to adapt by utilizing digital technology in managing their businesses. Digital competence has become a necessary skill for MSEs to remain competitive in an era of rapidly developing digital technology. This study aims to analyze the effect of digital marketing training on the improvement of digital competence among MSEs at Rumah BUMN Tasikmalaya. The research employed a One Group Time Series Design method involving MSE participants who took part in the digital marketing training. The research instrument consisted of pretest and posttest questionnaires based on the indicators of Digital Marketing Training as variable X and Digital Competence Improvement as variable Y, measured using a Likert scale. Descriptive statistical analysis was used to describe respondent profiles and the distribution of responses, the N-Gain calculation was applied to measure the extent of digital competence improvement, a paired sample t-test was conducted to identify significant differences between before and after the training to assess the contribution of variable X to Y, and hypothesis testing was carried out to ensure the significance of the effect. Based on the N-Gain score, which fell into the moderate improvement category, the results indicated an increase in digital competence after the training. The paired sample t-test results showed a significance value of 0.000 (< 0.05), indicating a significant difference in digital competence before and after the training. This proves that digital marketing training can significantly enhance the digital competence of MSEs.

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?user=WL3cJPUAAAAJ&hl=en ID SINTA Dosen Pembimbing: Azizah Fauziyah: 6084425 Nizza Nadya Rachmani: 6746169
Uncontrolled Keywords:	Kompetensi digital, Pelatihan digital marketing, UMK Digital competency, Digital marketing training, MSEs
Subjects:	L Education > L Education (General)
Divisions:	UPI Kampus Tasikmalaya > S1 Kewirusahaan
Depositing User:	Silma Rahmawati
Date Deposited:	09 Sep 2025 06:16
Last Modified:	09 Sep 2025 06:16
URI:	http://repository.upi.edu/id/eprint/138288

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