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All Journal Mejuajua
Rohman Agus Jatnika
Universitas Teknologi Bandung
Humanities Languange, Linguistic, Communication & Media Public Health Other

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Penguatan Kompetensi SDM Dan Digital Marketing Untuk Meningkatkan Kesiapan Pemasaran Digital UMKM Desa Purwadana Rohman Agus Jatnika; Rasty Yulia; Nining Latianingsih; Evan Haviana; Estin Roso Pristiwaningsih
Mejuajua: Jurnal Pengabdian pada Masyarakat Vol. 6 No. 1 (2026): Agustus 2026
Publisher : Yayasan Penelitian dan Inovasi Sumatera (YPIS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52622/mejuajuaj.abdimas.v6i1.411

Abstract

Micro, small, and medium enterprises in Purwadana Village still rely mainly on conventional marketing, while limited managerial and digital capabilities constrain consistent use of online channels. This community service program aimed to strengthen human resource competence and digital marketing readiness among 25 village officials and MSME actors. Activities comprised preparation, pre-test, practice-oriented training, mentoring, and post-test. A 0-100 questionnaire assessed short-term understanding of business management and digital marketing. The mean score increased from 54.6 to 80.6, a 47.6% relative increase. Digital marketing understanding rose by 56.2%, while human resource competence rose by 39.8%. During mentoring, participants practiced product photography, promotional captions, social media account management, audience targeting, and marketplace introduction. The results indicate improved short-term knowledge and readiness rather than proven business performance. Follow-up monitoring is required to assess sustained digital use and business outcomes.
Co-Authors Estin Roso Pristiwaningsih Evan Haviana Nining Latianingsih Rasty Yulia