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All Journal Sainteks Jurnal Ekonomi & Studi Pembangunan Jurnal Fokus Manajemen Bisnis Society : Jurnal Pengabdian dan Pemberdayaan Masyarakat
Hendro Setyono
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Mechanical Engineering Medicine & Pharmacology Social Sciences Other

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Peningkatan Kapabilitas Kewirausahaan Pinggiran: Pelatihan Digital Marketing untuk Wirausahawan HIDIMu Hananto, Mursid Wahyu; Setyono, Hendro; Nour, Azty Acbarrifha
Society : Jurnal Pengabdian dan Pemberdayaan Masyarakat Vol. 5 No. 2 (2025): Vol.5 No.2, April 2025
Publisher : Universitas Dinamika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37802/society.v5i2.889

Abstract

Marginal entrepreneurship refers to entrepreneurs who have structural and cultural barriers in utilizing access to maintain and develop their businesses. Barriers arise due to various factors such as gender bias, or having a disability. Entrepreneurs with disabilities have difficulty maintaining the sustainability of their businesses or developing them because physical limitations make it difficult to market their products or services. The community service team of Universitas Ahmad Dahlan (UAD) held a series of digital marketing trainings funded by the Ministry of Education, Culture, Research and Technology's DRTPM for entrepreneurs with disabilities who are members of the Muhammadiyah Disability Association (HIDIMu). The service aims to provide the ability for entrepreneurs with disabilities to independently expand their marketing reach so that they can get more potential consumers for their business activities. The service is carried out with stages of socialization, training, implementation, and mentoring. The results of the service activities show that entrepreneurs who previously relied on physical marketing now have the ability to market products digitally using various technologies and innovations from various online media. This ability reduces physical work and time to promote their businesses so that efficiency is achieved. Evaluation of the results of the community service showed an increase in understanding of marketing by 48%; management by 28%; digital marketing techniques by 56%; ability to apply digital marketing for entrepreneurial activities by 70%; and marketing reach by 89%. Overall, the community service activities have succeeded in increasing the entrepreneurial capabilities of HIDIMu members. The marketing reach extends beyond provincial boundaries, so that it can reach more potential consumers to increase the opportunity for transactions.
Co-Authors A.A. Ketut Agung Cahyawan W Achmad Sudjadi Achmad Sudjadi Adabi, Azhar Ade Irawan Ade Irawan Agus Anhari Anhari, Agus Aniyati, Lisma Azhar Adabi Fajar Ramadhan, Fajar Jannah, Siti Salma Miftahul Komarudin Komarudin Lita Ningrum Afriani Mulyana, Alo Rahmawati Mursid Wahyu Hananto Nour, Azty Acbarrifha Pangesti, Winda Riduwan Riduwan, Riduwan Rina Kurniawati Suryono, Wisnu Tufiqiyah, Indria Dewi Widhiyanto, Galih Wisnu Suryono Yuliana, Monikka