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All Journal P2M STKIP Siliwangi DIDAKTIK Jurnal Obsesi: Jurnal Pendidikan Anak Usia Dini Jurnal Penelitian Pendidikan IPA (JPPIPA) Empowerment Cetta: Jurnal Ilmu Pendidikan ABDIMAS SILIWANGI Comm-Edu (Community Education Journal) Journal on Education Tunas Siliwangi : Jurnal Program Studi Pendidikan Guru PAUD STKIP Siliwangi Bandung CERIA (Cerdas Energik Responsif Inovatif Adaptif) J-ADIMAS (Jurnal Pengabdian kepada Masyarakat) Jurnal Ilmiah Profesi Pendidikan Jendela PLS: Jurnal Cendekiawan Ilmiah Pendidikan Luar Sekolah IJECA (International Journal of Education and Curriculum Application) Malcom: Indonesian Journal of Machine Learning and Computer Science Indonesian Research Journal on Education Journal of Social Science and Business Studies Journal of Community Empowerment Journal of Innovative and Creativity Journal of Nonformal Education
Lenny Nuraeni, Lenny
IKIP Siliwangi
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Journal : Journal of Nonformal Education

 1 
The Influence of Digital Economic Literacy on Digital Marketing Competence for Women's Communities in Rural Areas Purnomo, Purnomo; Sutarni, Nani; Nuraeni, Lenny
Journal of Nonformal Education Vol. 12 No. 1 (2026): Community empowerment and Adult education
Publisher : Universitas Negeri Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15294/jone.v12i1.32300

Abstract

Background  The digital divide persists in rural Indonesia, where many women entrepreneurs remain largely excluded from digital economic activities. This gap is particularly urgent because it restricts women-led MSMEs from competing effectively in an increasingly digital marketplace. Research Urgency  Addressing this gap is urgently needed as low digital economic literacy among housewives in rural areas continues to hinder effective digital marketing practices. Therefore, targeted interventions are necessary to strengthen digital capabilities within rural women's communities. Research Objectives  This study analyzes the influence of digital economic literacy on digital marketing competency among women in the Local Hero Community in Lampegan Village, Ibun District, Bandung Regency, Indonesia. Research Method  A quantitative approach with a survey method was employed. Questionnaires using a Likert scale (1–5) were distributed to all 25 members (census study) of the Local Hero Women's Community. Data were processed using simple linear regression analysis. Research Findings  Digital economic literacy positively and significantly influences digital marketing competency (R² = 0.715; p < 0.001; t-calculated = 7.953 > t-table = 1.714). Digital economic literacy explains 71.5% of variance in digital marketing competency, with the regression equation Y = 10.354 + 0.867X. Research Conclusion  Strengthening digital economic literacy significantly improves rural women's digital marketing competencies. The WanojaMart local marketplace serves not merely as a transactional platform but as a digital economic school, supporting sustainable women's empowerment aligned with SDG 5 (Gender Equality) and SDG 8 (Decent Work and Economic Growth). Research Novelty  This study uniquely connects digital economic literacy with a locally embedded digital ecosystem (WanojaMart marketplace), demonstrating that effective women's empowerment requires a context-specific supportive network, not merely access to technology.
Co-Authors Abdurrahman Sadikin Afni Sukowati Muti Agus Sumitra Ahsan, Md Hafizi Aisyah, Ai Al Ikhlas, Al Ikhlas Ali Zaenal Abidin Amelia, Maya Nur Andrisyah Andrisyah Andrisyah Andrisyah Andrisyah Andrisyah Andrisyah, Andrisyah Anita Rakhman, Anita Anny Doludea ansori ansori Anugriaty Indah Asmarany Arifah A Riyanto Arifah A Riyanto Arifah A Riyanto Arifah A Riyanto Arifah A Riyanto Arifah Riyanto Asep Abdul Aziz Asliatie Oktavia Azia, Amala Yahdi Cindy Sandra Lumingkewas Dahayuningsih Dahayuningsih Dandan, Sameer Mohammed Majed Darwata, Siti Riva Dedah Jumiatin Dewi Nurhasanah Dewi Safitri Elshap Elih Sudiapermana Elih Sudiapermana, Elih Ermi Nurlaela Eslhap, Dewi Safitri Euis Eti rochaeti Euis Eti Rohaeti Euis Ety Rohaety Euis Rohaety Fatimah Malini Lubis Fifiet Dwi Tresna Santana Fifiet Dwi Tresna Santana Fitria Tunnazah Hakim, Asep Abdurrahman Hana Rizqi Farhanah Haribowo, Rio Heni Nafiqoh Herawaty, Henny Hidayat, Adinda Elvia Hunafa, Ririn Ichsan Ichsan Ida Farida Ika Yuniwati, Ika Irnawati Irnawati Iwan Henri Kusnadi Jaenal Mutakim Joni Rahmat Pramudia Khairunnisa Khairunnisa Komalah, Elis Linawati, Lilis Melda Muldianita Mentari Soviani Ageung Mimik Kurniawati Muhammad Arsyad Mulyono, Dinno Mutakim, Jaenal Mutmainnah, Muthia Nani Sutarni Nanin Tresnawaty Nikriz Romdonis Novitasari Novitasari Nur Hafida Nurelah, Elah Nurunnisa, Rita Oong Komar Oong Komar Pamungkas, Rindu Natasha Pany Wulansary Permatasari, Damaris Mega Petty Suniarti Pramudia, Joni Rahmat Prita Kartika Puput Oktavia Ruslan Purnomo Purnomo Raka, Zeyini Ratu Ranti Nurdianti Rapi Halipani Matin Rasty Yulia Ratnasari, Rosi Ratni Purwasih Rendi Hadian A. Tamagola Rilla Martilava Rina Septiadiningsih Risnawati, Anni Rita Nurunnisa Riyanti, Apriani Robbiyah, Robbiyah Rohayati, Cici Rukhmana, Trisna Rusmayati, Titin Safrida Safrida Sardin Senoaji, Fauzie Septinus Wonggor Sri Nurhayati Sri Subekti Sri Wulan Sriyono Sriyono Susi Indriyani Suwarna, A Idun Tati Hayati Ulfa Tia Ramlah Westhisi, Sharina Munggaraning Widaryo, Chandika Mahendra Widiantari, Selvi Delia Wulan Supriyatiningsih Wulandari, Ayu Ratna Yani Pitriya Zakiyah Zakiyah