PENGARUH PELATIHAN DIGITAL MARKETING TERHADAP PENINGKATAN PENGETAHUAN DAN KETERAMPILAN WIRAUSAHA MUDA DI BANJARMASIN
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Abstract
Penelitian ini mengkaji efektivitas pelatihan digital marketing dalam meningkatkan pengetahuan dan keterampilan wirausaha muda pemula di Banjarmasin. Dengan pendekatan kuantitatif, penelitian ini melibatkan 50 peserta yang dievaluasi melalui kuesioner pre-test dan post-test sebelum dan sesudah pelatihan. Hasil analisis menunjukkan peningkatan signifikan pada pengetahuan (skor rata-rata: 2,75 menjadi 4,25) dan keterampilan (2,5 menjadi 4,0), yang divalidasi melalui uji t berpasangan (p < 0,001). Kebutuhan utama pelatihan yang teridentifikasi mencakup strategi media sosial, analisis data, dan pembuatan konten digital. Penelitian ini menyoroti pentingnya program pelatihan yang terarah dalam menjembatani kesenjangan keterampilan digital dan memberdayakan wirausaha muda untuk bersaing di pasar yang kompetitif. Temuan ini memberikan rekomendasi praktis untuk merancang program pelatihan yang lebih efektif dan relevan dengan konteks lokal.
Kata kunci: Pemasaran digital, pelatihan, pengusaha muda, pengetahuan, keterampilan
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