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All Journal Dedicated: Journal of Community Services (Pengabdian kepada Masyarakat)
Fuad Adman
Universitas Pendidikan Indonesia

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Memperkuat kompetensi digital vokasi untuk pemasaran produk lokal di era Industri 4.0. Budi Santoso; Suwatno Suwatno; Nani Sutarni; Fuad Adman; Hady Siti Hadijah; Purnomo Purnomo; Mohamad Hadi Ali Mutamam; Diemas Arya Komara
Dedicated: Journal of Community Services (Pengabdian kepada Masyarakat) Vol. 4 No. 2 (2026): Dedicated: Journal of Community Services (Pengabdian kepada Masyarakat)
Publisher : Universitas Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17509/dedicated.v4i2.730

Abstract

Vocational institutions in Indonesia face a persistent gap between digital marketing competence and Industry 4.0 demands. SMK and LKP An-Nur Ibun in Bandung Regency exemplified this gap: local flagship products were marketed conventionally, with no branding and no managed digital channels. This Community Service (PkM) program aimed to strengthen the vocational digital competence of 45 teachers, tutors, and learners across six areas (vocational digital literacy, digital marketing, branding and value proposition, digital content and AI tools, marketplace management, and affiliate marketing) and to activate an integrated digital marketing channel through the wanojamart.com marketplace and linked social media. We used a one-group pretest-posttest design, with Hake's normalized gain and a Wilcoxon signed-rank test for quantitative evaluation, and thematic analysis for qualitative data. Competence improved significantly across all six areas (Wilcoxon Z = -5.84, p < .001, r = 0.87), with a mean normalized gain of g = 0.68 (medium, approaching high), largest in affiliate marketing (g = 0.71) and digital content and AI tools (g = 0.75); output indicators averaged 97.3% of targets. The model integrating competence strengthening, AI-tools transfer, and marketplace activation within a Teaching Factory scheme shows promise as a replicable empowerment approach for vocational institutions with limited market access.
Co-Authors Budi Santoso Diemas Arya Komara Hady Siti Hadijah Mohamad Hadi Ali Mutamam Nani Sutarni Purnomo Suwatno Suwatno