Pelatihan digital marketing dalam meningkatkan minat berwirausaha siswa SMKN 1 Gianyar - D. A. Gladysia Sistadanta Kurnia Dewi Sutedja; Made Irma Dwiputranti; I Gusti Agung Prabandari Tri Putri (SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan, 2026)
Abstrak Perkembangan teknologi digital menuntut pelaku usaha, termasuk calon wirausahawan muda, untuk memiliki kompetensi dalam pemasaran digital guna menghadapi persaingan bisnis modern. Namun, siswa Jurusan Bisnis Digital SMKN 1 Gianyar masih memiliki keterbatasan pemahaman mengenai konsep digital marketing, mekanisme kerja marketplace, dan strategi pemasaran melalui media digital. Kegiatan Pengabdian kepada Masyarakat ini bertujuan meningkatkan pengetahuan dan keterampilan siswa dalam bidang pemasaran digital melalui pemberian pemahaman tentang digital marketing, platform marketplace, serta strategi promosi digital. Mitra sasaran kegiatan adalah 20 siswa Jurusan Bisnis Digital SMKN 1 Gianyar yang berlokasi di Jalan Mulawarman, Abianbase, Gianyar. Metode pelaksanaan kegiatan meliputi identifikasi masalah, analisis kebutuhan, pelaksanaan pelatihan melalui penyampaian materi, serta evaluasi melalui sesi tanya jawab interaktif untuk mengukur pemahaman peserta. Hasil kegiatan menunjukkan adanya peningkatan pemahaman siswa mengenai konsep digital marketing, pemanfaatan marketplace dalam kegiatan bisnis, serta strategi pemasaran melalui media digital. Selain itu, peserta menunjukkan antusiasme dan partisipasi aktif selama kegiatan berlangsung, yang mencerminkan meningkatnya kesiapan mereka dalam menerapkan pemasaran digital untuk mendukung kegiatan wirausaha di era digital Kata kunci: bisnis digital; digital marketing; kewirausahaan; marketplace. Abstract The development of digital technology requires business actors, including aspiring young entrepreneurs, to have competency in digital marketing to face modern business competition. However, students of the Digital Business Department of SMKN 1 Gianyar still have limited understanding of the concept of digital marketing, marketplace working mechanisms, and marketing strategies through digital media. This Community Service activity aims to improve students' knowledge and skills in the field of digital marketing by providing an understanding of digital marketing, marketplace platforms, and digital promotion strategies. The target partners of the activity are 20 students of the Digital Business Department of SMKN 1 Gianyar located on Jalan Mulawarman, Abianbase, Gianyar. The implementation method of the activity includes problem identification, needs analysis, implementation of training through material delivery, and evaluation through an interactive question and answer session to measure participant understanding. The results of the activity show an increase in student understanding of the concept of digital marketing, the use of marketplaces in business activities, and marketing strategies through digital media. In addition, participants showed enthusiasm and active participation throughout the activity, which reflects their increasing readiness to implement digital marketing to support entrepreneurial activities in the digital era. Keywords: entrepreneurship; digital business; digital marketing; marketplace.