PELATIHAN DIGITAL MARKETING BERBASIS MEDIA SOSIAL UNTUK MEMPERLUAS JANGKAUAN PROMOSI YAYASAN SANUR AKADEMI INSPIRASI

Anita Rahmawati (Politeknik Negeri Jakarta, Indonesia)
Sri Isti Untari (Politeknik Negeri Jakarta, Indonesia)
Kristin Lukitaningrum (Politeknik Negeri Jakarta, Indonesia)
Innas Rovino Katuruni (Politeknik Negeri Jakarta, Indonesia)
Rahma Nur Praptiwi (Politeknik Negeri Jakarta, Indonesia)
Tika Dwi Ariyanti (Politeknik Negeri Jakarta, Indonesia)
Genesa Vernanda (Politeknik Negeri Jakarta, Indonesia)

Jurnal Pengabdian Masyarakat Multidisiplin
Vol 10 No 1 (2026): Oktober

This community service initiative aimed to enhance the competencies of the management team at Yayasan Sanur Akademi Inspirasi in the field of social media-based digital marketing, develop digital promotional tools, and formulate a systematic, sustainable marketing strategy. Prior to the intervention, the partner faced several challenges: the absence of official social media accounts, a limited promotional reach—relying solely on WhatsApp—and a lack of proficiency in managing social media and creating promotional content. The project was conducted from June to October 2026, involving training and mentorship on the implementation of social media-based digital marketing. Competency improvement was assessed among 10 participants through pre- and post-training tests. The results showed an increase in the participants' average score from 56.5 to 98—a gain of 41.5%. In addition to competency development, the initiative resulted in the establishment of official social media accounts on Instagram, Facebook, and TikTok, as well as a structured digital marketing strategy document. The partner also acquired skills in creating promotional content using tools such as Canva and CapCut. While the evaluation indicates an improvement in participant competency, the broader impact of the initiative—specifically regarding the expansion of promotional reach and an increase in program enrollment—remains uncertain, as there is currently insufficient data to measure these outcomes. Consequently, ongoing monitoring and further mentorship are required to evaluate the effectiveness of the digital marketing strategy in sustaining promotional efforts and potentially increasing the number of program participants.