EDUKASI DIGITAL MARKETING DAN KEWIRAUSAHAAN MELALUI PEMBERDAYAAN KELOMPOK TANI DI KABUPATEN TIMOR TENGAH SELATAN - Ria Elsani Intanku Nafie; Nadia Sasmita Wijayanti; Muhamad Dian Aryon; Sophian Martin Tefa; Benedicto Rafael Woso Mau; Theresia Melynda M Da Silva; Reni Hernilan Kase; Lusiana Naimnule (JMM (Jurnal Masyarakat Mandiri), 2025)
Abstrak: Program Pengabdian kepada Masyarakat (PkM) ini bertujuan meningkatkan kapasitas 55 peserta, terdiri dari petani, pemuda desa, dan anggota kelompok tani mitra, dalam memanfaatkan media digital untuk promosi dan pengembangan usaha berbasis hasil pertanian lokal. Kegiatan dilaksanakan di Desa Fatukoko, Kabupaten Timor Tengah Selatan, melalui tiga tahap: persiapan, pelaksanaan, dan evaluasi. Metode yang digunakan meliputi edukasi kewirausahaan, pelatihan digital marketing, praktik pembuatan keripik pisang, serta simulasi promosi melalui media sosial. Evaluasi dilakukan menggunakan pre-test dan post-test berbasis angket untuk mengukur peningkatan pengetahuan, observasi keterampilan praktik, serta formulir umpan balik peserta. Hasil menunjukkan 85% peserta memahami konsep dasar digital marketing, 78% memiliki akun media sosial bisnis, dan 64% telah memproduksi serta mempromosikan produk secara mandiri. Kendala utama meliputi keterbatasan perangkat digital dan infrastruktur sinyal. Rekomendasi meliputi pelatihan lanjutan, pembentukan kelompok usaha digital desa, dan penguatan kolaborasi lintas sektor.Abstract: This Community Service Program (PkM) aimed to enhance the capacity of 55 participants, comprising farmers, rural youth, and members of partner farmer groups, in utilizing digital media for promoting and developing local agricultural-based businesses. The program was conducted in Fatukoko Village, South Central Timor Regency, through three stages: preparation, implementation, and evaluation. The methods included entrepreneurship education, digital marketing training, banana chip production practice, and social media promotion simulations. Evaluation was accomplished using questionnaire-based pre-tests and post-tests to measure knowledge improvement, observation of participants’ practical skills, and participant feedback forms. The results showed that 85% of participants understood the basic concepts of digital marketing, 78% had created business social media accounts, and 64% had independently produced and promoted their products. The main challenges identified were limited access to digital devices and weak internet infrastructure. Recommendations include advanced training, the formation of village-based digital business groups, and strengthened cross-sector collaboration.