<![CDATA[ABSTRAKHasil identifikasi yang dilaksanakan di PKBM Budaya Jakarta Pusat menunjukkan bahwa sebagian peserta memiliki keterbatasan literasi digital dan belum optimal memanfaatkan smartphone, media sosial, marketplace, serta Artificial Intelligence (AI) untuk kegiatan kewirausahaan. Tujuan dilaksanakan Workshop Strategi Pemasaran Digital ini untuk meningkatkan pengetahuan, keterampilan, kreativitas, dan kemandirian peserta dalam merancang serta menerapkan pemasaran berbasis teknologi digital. Kegiatan dilaksanakan menggunakan pendekatan pemberdayaan masyarakat secara partisipatif melalui sosialisasi, penyampaian materi interaktif, diskusi, demonstrasi, praktik langsung, penerapan teknologi, pendampingan, monitoring, dan evaluasi. Materi workshop mencakup konsep digital marketing dan e-commerce, strategi Segmentasi, Targeting, Positioning (STP) dan Unique Selling Proposition (USP), branding, fotografi produk menggunakan telepon pintar, pembuatan desain dan video promosi berbasis AI, copywriting, publikasi melalui Instagram, Facebook, TikTok, dan WhatsApp Business, serta pengelolaan toko pada Shopee. Hasil yang dicapai setelah pelaksanaan worksop menunjukkan sebanyak 15 dari 18 peserta mampu menghasilkan konten promosi yang lebih menarik, menyusun caption sesuai target pasar, mempublikasikan konten pada media sosial, dan mulai menerapkan e-commerce. Peserta juga menunjukkan peningkatan kepercayaan diri, motivasi, kemampuan evaluasi diri, dan kesadaran terhadap pentingnya teknologi dalam pengembangan usaha. Workshop diharapkan menjadi dasar penguatan komunitas kewirausahaan melalui pendampingan berkelanjutan. Dengan demikian, program ini berkontribusi pada peningkatan daya saing dan produktivitas masyarakat.Kata kunci: Workshop; Strategi pemasaran digital; E-commerce; PKBM. ABSTRACTAn initial assessment conducted at PKBM Budaya in Central Jakarta revealed that some participants had limited digital literacy and were not fully utilizing smartphones, social media, online marketplaces, or Artificial Intelligence (AI) for entrepreneurial activities. This Digital Marketing Strategy Workshop aimed to enhance participants' knowledge, skills, creativity, and independence in designing and implementing technology-based marketing. The activity employed a participatory community empowerment approach, incorporating outreach, interactive presentations, discussions, demonstrations, hands-on practice, technology application, mentoring, monitoring, and evaluation. Workshop topics covered digital marketing and e-commerce concepts; Segmentation, Targeting, Positioning (STP) strategies and Unique Selling Propositions (USP); branding; smartphone product photography; AI-based promotional design and video creation; copywriting; publishing content on Instagram, Facebook, TikTok, and WhatsApp Business; and managing a Shopee store. Post-workshop results showed that 15 out of 18 participants were able to create more engaging promotional content, draft captions tailored to their target markets, publish content on social media, and begin implementing e-commerce practices. Participants also demonstrated increased self-confidence, motivation, self-evaluation capabilities, and awareness of the importance of technology in business development. The workshop is expected to serve as a foundation for strengthening the entrepreneurial community through ongoing mentoring. Thus, this program contributes to enhancing community competitiveness and productivity.Keywords: Workshop; Digital marketing strategy; E-commerce; PKBM.]]>
