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All Journal LLT Journal: A Journal on Language and Language Teaching AcTion: Aceh Nutrition Journal Jurnal Manajemen dan Bisnis Jurnal Review Pendidikan dan Pengajaran (JRPP) JURNAL ILMIAH OBSGIN : Jurnal Ilmiah Ilmu Kebidanan & Kandungan Lexeme : Journal of Linguistics and Applied Linguistics International Journal of Electronics and Communications Systems Journal of Social Research Jurnal Pengabdian Masyarakat : Pemberdayaan, Inovasi dan Perubahan KNOWLEDGE: Jurnal Inovasi Hasil Penelitian dan Pengembangan GENIUS JOURNAL (General Nursing Science Journal) Journal of Arts and Education (JAE) QISTINA: Jurnal Multidisiplin Indonesia Journal of Education Technology Information Social Sciences and Health Journal of Public Health Concerns Media Gizi Ilmiah Indonesia IJLHE: International Journal of Language, Humanities, and Education JOURNAL OF Qualitative Health Research & Case Studies Reports Journal of Education Religion Humanities and Multidiciplinary Java Nursing Journal Jurnal Abdimas Multidisiplin Journal of Citizen Research and Development Joong-Ki
Adhi Nurhartanto, Adhi
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Religion Arts Humanities Astronomy Biochemistry, Genetics & Molecular Biology Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Immunology & microbiology Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Mechanical Engineering Medicine & Pharmacology Neuroscience Nursing Physics Public Health Social Sciences Other

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Penguatan Literasi Pemasaran Digital Pengrajin Emping Melinjo Indriyani, Susi; Novilasari, Pipit; Yusda, Desi Derina; Silvia, Dwi; Nurhartanto, Adhi
Jurnal Abdimas Multidisiplin Vol 4 No 2 (2026): April
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jamu.v4i2.6092

Abstract

Purpose: This community service program aims to enhance digital marketing literacy among emping melinjo artisans in Bernung Village, Pesawaran Regency, by strengthening their understanding of basic marketing management and the effective use of social media as a marketing tool to support micro-enterprise digital transformation. Research Methodology: The program employed a Participatory Action Research (PAR) approach involving 25 active emping melinjo artisans. Activities were conducted through sequential stages, including initial assessment (pre-test), training on marketing management concepts (segmentation, targeting, positioning, and branding), hands-on digital marketing workshops using social media platforms, mentoring, and final evaluation (post-test). Quantitative analysis was applied using paired sample comparisons to assess changes in participants’ literacy levels. Results: The results indicated a statistically significant improvement in the participants’ digital marketing literacy, with the average score increasing from 50 in the pre-test to 85 in the post-test. Participants demonstrated improved market-oriented thinking and successfully applied the training outcomes by creating business-related social media accounts and producing basic promotional content. Conclusions: The program effectively strengthened digital marketing literacy and facilitated a shift from production-oriented practices to market-oriented strategies among traditional food micro-enterprises. Limitations: The primary limitation lies in the relatively short mentoring period (17-22 November 2025), which restricts the measurement of long-term economic impacts, such as revenue growth and market expansion. Contributions: This program contributes practically by empowering rural microenterprises to adopt digital marketing strategies and academically by offering a replicable community-based model for enhancing digital marketing literacy in post-pandemic contexts.
Co-Authors Agata, Annisa Agustin, Vinna Ai Kustiani Alyonni, Alvin Anggie Stiexs Arisandi, William Astuti, Dewi Woro Atikah Adyas Deni Achmad Destoprani Brajannoto Dewi Anggreini, Dewi Dewi, Yunita Dinda Djamil, Achmad Djausal, Gita Paramita Dwi Nurahman, Dwi Dwi Rahayu Ningsih, Dwi Rahayu Efendi, Rahman Eko Deny Nurseno Erwin, Tubagus Fitriani, Yulies Hairudin, Hairudin Hartiwi, ­Juni Harvidea, Radella Hasbullah Hasbullah Hendri Saputra Ika Lestari, Ika Indah Lestari, Indah Intan Hamzah Isabella, Astrid Aprica Iskandar Iskandar Jalaludin, Asep Jayadi, Ajib Juni Hartiwi Juventini, Lusi Amelia Khoirunnisa, Nisa kurniasari, septi Maharani, Feiga Mariyani, Tuti Martinus, Martinus Meutia Rachmatia Muhammad, Meizano Ardhi Mulyani, Yessi Nila Sari Dewi Novilasari, Pipit Nurdiansyah, Tubagus Erwin Nurdianti, Desti Nurhadi, Satrio Nurul Aziza, Nurul Pipit Novila Sari Pradipta, Nadila Ajeng Puspasari, Nova Tri Puteri, Hidayatusy Syukrina Putri, Ayu Artika Radella Hervidea, Radella Rostika, Rostika Rumana, Nova Mega Saleh, Asep Jalaludin Sari, Nurina Silvia, Dwi Siregar, Anasta Aulia Sony Ferbangkara Sri Sutiwi Sri Utami Sugiyarti, Catur Sulastri Sulastri Susanti, Nurul Susi Indriyani Swarastuti, Astirini Trihandayani, Yuliana Tyas Desita Wengrum Wahyuni, Putri Eka Widya Rahmawati Yusda, Desi Derina