PENGARUH PELATIHAN DIGITAL MARKETING TERHADAP KEBUTUHAN DAN TANTANGAN IMPLEMENTASI DI KALANGAN WIRAUSAHA MUDA PEMULA DI BANJARMASIN
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Abstrak
Penelitian ini mengkaji kebutuhan pelatihan digital marketing serta dampak pelatihan tersebut terhadap peningkatan pengetahuan dan keterampilan wirausaha muda pemula di Banjarmasin. Menggunakan metode kuantitatif, penelitian melibatkan 50 responden yang telah mengikuti pelatihan. Data dikumpulkan melalui kuesioner pre-test dan post-test, yang mengukur perubahan pengetahuan dan keterampilan sebelum dan sesudah pelatihan. Hasil analisis menunjukkan peningkatan signifikan dalam pengetahuan (dari skor rata-rata 2,75 menjadi 4,25) dan keterampilan (dari 2,5 menjadi 4,0), dengan uji t berpasangan yang signifikan secara statistik (p < 0,001). Selain itu, kebutuhan pelatihan utama yang teridentifikasi meliputi strategi media sosial, analisis data, dan pembuatan konten digital. Kesimpulannya, pelatihan digital marketing efektif dalam meningkatkan kompetensi wirausaha muda dan memberikan wawasan untuk mengembangkan program pelatihan yang lebih relevan. Hasil penelitian ini diharapkan dapat mendukung pengembangan daya saing wirausaha muda di era digital melalui program pelatihan yang terarah.
Kata kunci: Pemasaran digital, pelatihan, pengusaha muda, pengetahuan, keterampilan
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Referensi
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