Optimalisasi skill digital marketing berbasis ICT untuk siswa SMK jurusan akuntansi dan perkantoran - Junerdi Nababan; Asha Sembiring; Zulfa Hazimah; Kusnadi Kusnadi; Mutiha Aristo Ravel (Universitas Muhammadiyah Mataram, 2025)
Abstrak Perkembangan teknologi digital menuntut peningkatan keterampilan digital marketing yang berbasis teknologi informasi bagi siswa SMK, khususnya jurusan Akuntansi dan Perkantoran. Program pengabdian kepada masyarakat ini bertujuan mengoptimalkan skill digital marketing berbasis ICT untuk siswa SMK Akuntansi dan Perkantoran SMK Negeri 1 Kutalimbaru. Kegiatan ini diikuti oleh 24 siswa sebagai mitra sasaran yang memperoleh pelatihan praktik pembuatan katalog produk digital menggunakan Canva, pembuatan laporan respons kampanye menggunakan Excel dan Google Sheets, analisis data pelanggan dari form pemesanan, serta penjadwalan konten dan follow-up pelanggan. Metode pelaksanaan menggunakan pendekatan Project Based Learning dengan kombinasi ceramah, praktik langsung, diskusi, dan evaluasi. Hasil pelatihan menunjukkan peningkatan kemampuan siswa dalam menguasai alat digital yang relevan dengan kebutuhan industri 5.0, tercermin dari kemampuan mereka membuat materi promosi digital yang profesional dan laporan analisis data kampanye yang informatif. Program ini berkontribusi pada peningkatan daya saing lulusan SMK dalam menghadapi tantangan dunia kerja digital dan mendukung transformasi pendidikan vokasi berbasis ICT. Kata kunci: pengabdian masyarakat; pelatihan; digital marketing; ICT; SMK akuntansi dan perkantoran. Abstract The development of digital technology requires an increase in information technology-based digital marketing skills for vocational school students, especially those majoring in accounting and office administration. This community service program aims to optimize ICT-based digital marketing skills for vocational high school students in the Accounting and Office Administration departments at State Vocational High School 1 Kutalimbaru. The program was attended by 24 students as target participants who received practical training in creating digital product catalogs using Canva, generating campaign response reports using Excel and Google Sheets, analyzing customer data from order forms, and scheduling content and customer follow-ups. The implementation method used a Project-Based Learning approach combined with lectures, hands-on practice, discussions, and evaluations. The training results demonstrated an improvement in students' ability to master digital tools relevant to Industry 5.0 needs, reflected in their ability to create professional digital promotional materials and informative campaign data analysis reports. This program contributes to enhancing the competitiveness of vocational school graduates in facing the challenges of the digital workplace and supports ICT-based vocational education transformation. Keywords: community service; training; digital marketing; ICT; vocational school of accounting and office administration.