Budi Santoso, - and Achmad Hufad, - and Uyu Wahyudin, - and Asep Saepudin, - (2024) MODEL PELATIHAN DIGITAL MARKETING DALAM MENINGKATKAN KOMPETENSI WIRAUSAHA INDUSTRI KECIL MENENGAH DI DESA WISATA MUKAPAYUNG KECAMATAN CILILIN KABUPATEN BANDUNG BARAT. S3 thesis, Universitas Pendidikan Indonesia.
Abstract
Produk UMKM merupakan salah satu jenis usaha kecil yang berkembang dikawasan objek wisata Kecamatan Cililin, khususnya di Desa Mukapayung. Namun, sejak pandemic Covid 19 melanda tahun 2020 merubah perputaran roda perekonomian, sehingga menyebabkan berhentinya bidang usaha maupun bertransformasi antara usaha konventional menjadi digital untuk mengurangi tatap muka langsung dengan konsumen. Diketahui bahwa terdapat 97 unit usaha belum menerapkan digital marketing. Maka dari itu, pelatihan digital marketing bagi pelaku usaha tradisional perlu dilakukan untuk memenuhi kompetensi marketing, sehingga tidak hanya mengandalkan offline marketing saja. Penelitian ini menggunakan metode Reserach and Development (R&D), dengan tujuan untuk menciptakan nilai tambah, memperoleh keunggulan kompetitif, dan mendorong inovasi yang berkelanjutan dalam organisasi atau masyarakat secara keseluruhan. Penelitian ini dilaksanakan di Desa Mukapayung Kecamatan Cililin Kabupaten Bandung Barat, dengan jumlah 97 orang pelaku usaha pada unit usaha kecil menengah, sedangkan jumlah informan sebagai pendukung data dan informasi dalam penelitian ini, berjumlah 7 orang yaitu 1 orang dari Dinas Koperasi dan UMKM, 3 orang Pelaku Usaha, 2 orang Expert dan 1 orang dari Komunitas UMKM. Hasil penelitian menunjukan bahwa para pelaku usaha telah mampu menguasai pemanfaatan digital untuk kepentingan marketing, sedangkan kompetensi wirausaha yang berkembang diantaranya kemampuan teknik, kemampuan finansial, kemampuan pemasaran, kemampuan promosi, kemampuan hubungan. Implementasi model pelatihan dilakukan melalui proses perencanaan pelatihan, pelaksanaan pelatihan dan evaluasi pelatihan yang erat kaitannya dengan proses kolaboratif. Uji efektivitas terhadap implementasi model pelatihan digital marketing dalam meningkatkan kompetensi wirausaha industri kecil menunjukan hasil yang efektif, yaitu diketahui nilai sig 0,000 < 0,05, terdapat perbedaan kompetensi wirausaha pelaku usaha setelah mengikuti program pelatihan digital marketing. UMKM Products is one of the kinds of small businesses that is growing in terms of the tourist attractions of Cililin, especially in Mukapayung Village. However, since the COVID-19 pandemic hit in 2020, it has changed the cycle of the economy, thereby causing businesses to cease and transform from conventional business to digital to reduce face-to-face contact with consumers. It is known that 97 units of enterprises have not implemented digital marketing. This suggests that traditional entrepreneurs should receive digital marketing training to enhance their marketing skills, rather than solely depending on offline marketing methods. This research uses the research and development (R&D) method with the aim of creating added value, gaining a competitive advantage, and promoting sustainable innovation within an organization or society as a whole. We conducted the research in the village of Mukapayung District of Cililin District of West Bandung, involving a total of 97 entrepreneurs. We gathered data and information from 7 informants, including 1 person from the Cooperation and UMKM Ministries, 3 individuals from the enterprise, 2 experts, and 1 man from the UMKM Community. Research shows that entrepreneurs have been able to master digital use for marketing purposes, while entrepreneurial competences are developing, including technical skills, financial skills, marketing skills, promotion skills, and relationship skills. The collaborative process closely relates to the implementation of the training model through its planning, implementation, and evaluation phases. Testing the effectiveness of the implementation of the digital marketing training model in improving the competence of small industry entrepreneurs showed effective results, i.e., a known value of sig. 0,000 < 0,05. There is a difference in competence among entrepreneurial entrepreneurs after following the training program in digital marketing.
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| Item Type: | Thesis (S3) |
|---|---|
| Additional Information: | ACHMAD HUFAD, SINTA ID : 5977826 UYU WAHYUDIN, SINTA ID : 5993946 ASEP SAEPUDIN, SINTA ID : 5994652 |
| Uncontrolled Keywords: | Keyword: Digital Marketing, Kompetensi Wirausaha, Program Pelatihan Keywords: digital marketing, entrepreneurship skills, training program |
| Subjects: | L Education > L Education (General) L Education > LC Special aspects of education L Education > LC Special aspects of education > LC5201 Education extension. Adult education. Continuing education |
| Divisions: | Fakultas Ilmu Pendidikan > Pendidikan Masyarakat-S3 |
| Depositing User: | Budi Santoso |
| Date Deposited: | 19 Mar 2025 04:38 |
| Last Modified: | 19 Mar 2025 04:38 |
| URI: | http://repository.upi.edu/id/eprint/131602 |
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