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Putri, Ratna Agustiyani
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Penguatan Literasi Digital Mahasiswa melalui Pelatihan Digital Marketing Berbasis Experiential Learning Putri, Ratna Agustiyani; Putri, Sheila Febriani; Prakoso, Dwi Hantoro
Jurnal SOLMA Vol. 15 No. 1 (2026)
Publisher : Universitas Muhammadiyah Prof. DR. Hamka (UHAMKA Press)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22236/solma.v15i1.19973

Abstract

Background: The advancement of digital technology requires student entrepreneurs to possess adaptive marketing competencies in response to digital transformation. This activity aims to enhance accounting students’ literacy and skills in digital marketing through training based on experiential learning theory. Methods: The method included online counseling, technical training, and IPTEKS simulation conducted over four sessions via Google Meet. Data were collected through pre-tests, post-tests, observations, and questionnaires, and analyzed using a descriptive-comparative approach. Results: The results indicated a significant improvement in digital marketing literacy, with the average Likert score increasing from 2.7 to 4.6, particularly in digital analytics (76%) and social media management (73%). Additionally, 80% of participants successfully designed and presented a comprehensive digital campaign based on real business ideas. Conclusions: This program has proven effective in enhancing students' digital competencies and is recommended for replication with sustained mentoring support and cross-institutional collaboration to strengthen the digital entrepreneurship ecosystem in higher education.
Co-Authors Prakoso, Dwi Hantoro Sheila Febriani Putri