IMPLEMENTASI PELATIHAN DIGITAL MARKETING BERBASIS KOMPETENSI EKONOMI KREATIF DIGITAL BAGI WARGA BELAJAR DI PKBM

Aulya Insi Amallia, All Fine Loretha

Abstract


This study aims to describe the implementation of digital marketing training at PKBM Astabrata Academy in developing learners' digital creative economy competencies. The research method used a descriptive qualitative approach with a case study. Research subjects included one tutor, three PKBM managers, and several learners selected through purposive sampling. Data collection was conducted through structured interviews, participatory observation, and documentation. Data analysis used the Miles and Huberman interactive model with source and technique triangulation. The results show that training implementation is carried out through four systematic stages: needs analysis responsive to local market gaps, program design with gradual curriculum and continuous mentoring system, implementation emphasizing authentic practice learning (100% practice) with collaborative learning and individual feedback, and tiered evaluation using the Kirkpatrick model showing measurable impact. Training implementation contributes to the development of digital creative economy competencies through four aspects Talent (digital communication, creative collaboration, problem solving), Technology (platform literacy, data literacy, critical AI literacy), Tolerance (appreciation of diversity, organic networking), and Ecosystem Understanding (cross-field interaction, digital trend research, market expansion awareness). This study concludes that authentic practice learning based on experiential learning and just-in-time learning effectively produces measurable outcomes, and cultural factors can compensate for structural limitations in non-formal education

Keywords


digital marketing, training implementation, digital creative economy competency, non-formal education, PKBM

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References


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DOI: https://doi.org/10.30601/dedikasi.v10i2.7615

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