EDUKASI MANAJEMEN PEMASARAN DIGITAL UNTUKMEMAKSIMALKAN KOMPETENSI SISWA PESANTRENUMMUL QURO PONDOK CABE
DOI:
https://doi.org/10.58174/ngtsta02Keywords:
Manajemen Pemasaran Digital; Kompetensi Siswa; Pesantren; Kewirausahaan Digital; Pengabdian kepada Masyarakat, Digital Marketing Management; Student Competency; Pesantren; Digital Entrepreneurship; Community ServiceAbstract
The digital economy era has fundamentally transformed the marketing landscape, requiring the younger generation to master digital marketing management skills as a core competency for the workforce and entrepreneurship. Pesantren Ummul Quro Pondok Cabe, an Islamic educational institution in South Tangerang, holds significant potential in equipping students with digital business skills, yet faces persistent gaps in effective digital marketing knowledge and practice. This Community Service Program (PKM) aims to enhance the competency of Grade XI and XII students in digital marketing management, covering the Marketing Mix (4P and 7P), digital marketing strategies, promotional content creation, and social media business management. The program employed an educative-participatory training approach comprising interactive lectures, group discussions, case studies, marketing strategy simulations, and digital content creation practice. Activities were conducted over two days in March 2026 at Pesantren Ummul Quro Pondok Cabe. Results showed significant improvement in marketing mix comprehension, digital marketing strategy formulation skills, and student confidence in utilizing digital platforms for promotion. A total of 87% of participants rated the program as highly beneficial and demonstrated strong enthusiasm for applying the acquired skills. This program demonstrates that contextual and applied digital marketing management education can effectively enhance pesantren students digital entrepreneurship competencies.
References
Adha, R., Permatasari, N. T., & Mudzakkir, M. (2024). Pelatihan digital marketing, penerapan digital marketing pada pemasaran lembaga pendidikan pondok pesantren. Jurnal Pengabdian Masyarakat Bangsa, 2(1), 65-69. https://doi.org/10.59837/jpmba.v2i1.773
Candra, A. I., Hendy, H., Pratikto, H., Gunarto, A., & Sumargono, S. (2021). Digital marketing untuk kewirausahaan pesantren di masa pandemi COVID-19. Wikrama Parahita: Jurnal Pengabdian Masyarakat, 5(1), 1-6. https://doi.org/10.30656/jpmwp.v5i1.2586
Chaffey, D., & Ellis-Chadwick, F. (2023). Digital marketing: Strategy, implementation and practice (9th ed.). Pearson.
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., & Wang, Y. (2021). Setting the future of digital and social media marketing research. International Journal of Information Management, 59, 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168
Firmansyah, A., Chen, M.-H., Junaedi, I. W. R., Arwani, M., & Kistyanto, A. (2022). The role of transformational leadership and knowledge management on vocational schools performance during digital era. Frontiers in Psychology, 13, 895341. https://doi.org/10.3389/fpsyg.2022.895341
Jasri, Arfan, N., Hasanuddin, & Ali Hasan, H. (2022). Penerapan digital marketing dalam upaya peningkatan pendapatan usaha mikro kecil dan menengah. ILTIZAM Journal of Shariah Economics Research, 6(2), 212-224. https://doi.org/10.30631/iltizam.v6i2.1452
Karim, A., Kusmanto, K., Nasution, M. B., & Suryadi, S. (2022). Pelatihan digital marketing dalam meningkatkan kompetensi siswa SMK Negeri 1 Rantauprapat. Journal of Social Responsibility Projects by Higher Education Forum, 3(2), 115-119. https://doi.org/10.47065/jrespro.v3i2.2759
Kemp, S. (2025). Digital 2025: Global overview report. DataReportal. https://datareportal.com/reports/digital-2025-global-overview-report
Kementerian Komunikasi dan Informatika RI. (2024). Status literasi digital Indonesia 2024. Jakarta: Kemkominfo.
Kotler, P., & Armstrong, G. (2018). Principles of marketing (17th ed.). Pearson.
Mahmudah, F. N., Baswedan, A. R., & Cahyono, S. M. (2023). Digital entrepreneurship competence of vocational students. Jurnal Pendidikan Teknologi dan Kejuruan, 29(2), 125-140. https://doi.org/10.21831/jptk.v29i2.55497
McCarthy, E. J. (1964). Basic marketing: A managerial approach. Richard D. Irwin.
Mimbar Ilmu. (2025). Vocational high school students marketing strategies in socio-economic development using digital technology in the 21st century era. Mimbar Ilmu, 30(3). https://doi.org/10.23887/mi.v30i3.103505
Nuseir, M. T. (2022). Digital marketing effectiveness and entrepreneurial development. International Journal of Data and Network Science, 6(4), 1381-1388. https://doi.org/10.5267/j.ijdns.2022.4.010
OECD. (2024). Digital economy outlook 2024. OECD Publishing.
Pertiwi, A. B., Masunah, J., Prawira, N. G., & Karyono, T. (2024). Implementation of the teaching industry as a strategy for developing digital marketing competencies for diploma in graphic design students. Jurnal Educatio, 10(2), 311-322. https://doi.org/10.31949/educatio.v10i2.7820
Said, B. (2024). Akselerasi SDM pesantren: Santri unggul dan mendunia. Kementerian Agama Republik Indonesia. https://kemenag.go.id/kolom/akselerasi-sdm-pesantren-santri-unggul-dan-mendunia
Sultoni, M. H., Sudarmiatin, S., Hermawan, A., & Sopiah, S. (2022). Digital marketing, digital orientation, marketing capability, and IT capability on marketing performance of Indonesian SMEs. International Journal of Data and Network Science, 6(4), 1381-1388. https://doi.org/10.5267/j.ijdns.2022.5.013
Suryawan, A., Umam, A. K., Prasetyo, A. D., Pranata, M. R. A., Setyawan, B. H., & Ahmady, F. (2021). Optimalisasi media sosial untuk eksistensi SD Muhammadiyah Sirojudin. Community Empowerment, 5(2), 96-100. https://doi.org/10.31603/ce.3884
Tuten, T. L., & Solomon, M. R. (2018). Social media marketing (3rd ed.). SAGE Publications.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Fahmi Susanti, Tazqia Nabila Lazuardi, Fathorrahman
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
This work is licensed under a 