Amalia, Alfida Mutih (2025) PROGRAM PELATIHAN DIGITAL MARKETING DALAM MENINGKATKAN EKONOMI KELUARGA BAGI IBU RUMAH TANGGA DI DESA SUKACAI OLEH DINAS KELUARGA BERENCANA PEMBERDAYAAN PEREMPUAN DAN PERLINDUNGAN ANAK (DKBPPPA) KABUPATEN SERANG. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This research aims to describe how the Digital Marketing training program is run. The goal is to improve the economic condition of families, especially for housewives in Sukacai Village. This program was initiated by the Department of Family Planning, Women's Empowerment and Child Protection (DKBPPPA) of Serang Regency. The limited economic conditions of the villagers and the potential of housewives who have not been maximized through digital technology are the main reasons this program was rolled out. This research uses a descriptive qualitative method. Data were collected through observation, interviews and document studies. The results showed that the Digital Marketing training was divided into four important phases: planning, organizing, implementing, and assessing. The program was successful in increasing participants' knowledge of Digital Marketing and encouraging them to open home-based businesses online. However, a number of obstacles were encountered, such as a lack of digital skills, limited capital, and a lack of mentoring after the training was completed. Some of the factors that contributed to the success of this program included the enthusiasm of the participants, support from experts, and materials that suited the needs of the participants. Thus, the Digital Marketing training had a positive effect on efforts to improve the family economy. However, for this program to be sustainable, further support is needed in the form of business assistance and access to a wider market.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk menguraikan bagaimana program pelatihan Digital Marketing dijalankan. Tujuannya adalah meningkatkan kondisi ekonomi keluarga, terutama bagi ibu-ibu rumah tangga di Desa Sukacai. Program ini diinisiasi oleh Dinas Keluarga Berencana Pemberdayaan Perempuan dan Perlindungan Anak (DKBPPPA) Kabupaten Serang. Kondisi ekonomi warga desa yang masih terbatas serta potensi ibu rumah tangga yang belum dimaksimalkan melalui teknologi digital menjadi alasan utama program ini digulirkan. Penelitian ini memakai metode kualitatif deskriptif. Pengumpulan data dilakukan lewat observasi, wawancara, dan studi dokumen. Hasil riset memperlihatkan bahwa pelatihan pemasaran digital terbagi menjadi empat fase penting: perencanaan, pengorganisasian, pelaksanaan dan evaluasi. Program ini sukses meningkatkan wawasan peserta terkait Digital Marketing serta mendorong mereka untuk membuka usaha rumahan secara online. Walau begitu, ada sejumlah kendala yang dihadapi, misalnya minimnya kemampuan digital, terbatasnya modal, dan kurangnya pendampingan setelah pelatihan selesai. Beberapa faktor yang turut andil dalam kesuksesan program ini antara lain semangat peserta, dukungan dari para ahli, serta materi yang sesuai dengan kebutuhan peserta. Jadi, pelatihan pemasaran digital memberikan efek positif bagi upaya peningkatan ekonomi keluarga. Akan tetapi, agar program ini berkelanjutan, dibutuhkan dukungan lebih lanjut berupa pendampingan usaha serta akses ke pasar yang lebih luas. | |||||||||
| Uncontrolled Keywords: | training, Digital Marketing, housewives, family economy, empowerment pelatihan, Digital Marketing , ibu rumah tangga, ekonomi keluarga, pemberdayaan. | |||||||||
| Subjects: | L Education > L Education (General) | |||||||||
| Divisions: | 02-Fakultas Keguruan dan Ilmu Pendidikan 02-Fakultas Keguruan dan Ilmu Pendidikan > 86205-Jurusan Pendidikan Nonformal |
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| Depositing User: | Alfida Mutih Amalia | |||||||||
| Date Deposited: | 14 Jul 2025 07:17 | |||||||||
| Last Modified: | 14 Jul 2025 07:17 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/50978 |
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