DARI SEKOLAH KE PASAR DIGITAL: PENERAPAN STRATEGI PEMASARAN BERBASIS MEDIA SOSIAL UNTUK MENDORONG KINERJA USAHA KEWIRAUSAHAAN SISWA
DOI:
https://doi.org/10.58174/qdm4w365Keywords:
community service, digital marketing, student entrepreneurship, social media literacy, school-based SMEsAbstract
This Community Service Program (PKM) aims to examine the effectiveness of applying social media-based digital marketing strategies in improving the entrepreneurial business performance of students at SMA Muhammadiyah 25 Setiabudi, Pamulang. The background of this activity stems from the growing entrepreneurial interest among high school students, while their understanding and skills in leveraging digital technology for marketing purposes remain limited. In the digital era, social media platforms such as Instagram and TikTok have transformed into powerful virtual marketplaces that enable small-scale entrepreneurs to reach a wider audience with minimal cost. The implementation method involved several systematic stages: identification of students' existing business activities, design of participatory training modules, interactive lecture sessions combined with case studies, hands-on content creation practice, and pre-test and post-test evaluation. A total of 50 actively entrepreneurial students participated in the one-day intensive training conducted on April 17, 2026. Results indicate a significant improvement in participants' digital literacy, creative content production skills, and confidence in managing their business accounts on social media. Students demonstrated measurable progress in understanding branding, audience engagement strategies, and basic data analytics through platform insights. This program affirms that targeted digital marketing training, when delivered in a participatory and practice-oriented format, serves as an effective catalyst for strengthening youth entrepreneurship within the school environment.
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