PELATIHAN PEMASARAN DIGITAL PADA BATIK SHAHO DAN KOMUNITAS BATIK TIGA ZAMAN BALIKPAPAN

Abstract

The lack of understanding and skills in digital marketing is a major challenge faced by MSMEs such as Batik Shaho and the Batik Tiga Zaman Community in Balikpapan. In fact, digital marketing plays an essential role in enhancing competitiveness in the era of Industry 4.0. To address this issue, a community service program was conducted in the form of digital marketing training, which included material presentation, mentoring sessions, and evaluation through pretest and posttest. The results showed an increase in participants’ average score from 86.7 in the pretest to 93.3 in the posttest, with an improvement of 7.61%. This indicates that the training successfully enhanced participants’ digital literacy and provided practical benefits for the development of partner businesses.