SIJADI: MODEL PENDAMPINGAN DIGITAL MARKETING UNTUK PEMBERDAYAAN UMKM DESA DI ERA EKONOMI DIGITAL
Abstract
The SIJADI (Digital Sales Readiness) Program is a community engagement initiative designed to empower micro, small, and medium enterprises (MSMEs) in Wonorejo Village, Kencong District, Jember Regency through digital marketing assistance. The program employed a Participatory Action Research (PAR) approach involving 20 MSME owners and three local agricultural landowners. The implementation consisted of needs assessment, social media and marketplace training, hands-on workshops on product photography, copywriting, and packaging, followed by continuous mentoring through a WhatsApp group. Program effectiveness was evaluated using a digital literacy pretest–posttest, an observational checklist of participants' practical skills, and documentation of online marketing activities. The evaluation results indicated that the participants' mean digital literacy score increased from 52.4 in the pretest to 81.7 in the posttest. Furthermore, 18 of the 20 MSME participants (90%) successfully created online store accounts, while 16 participants (80%) actively marketed their products through Shopee, TikTok Shop, and social media platforms by the end of the program. In addition, seven MSMEs (35%) received orders from customers outside Wonorejo Village during the mentoring period. These findings demonstrate that participatory, practice-oriented mentoring effectively enhances digital competencies and expands market reach for rural MSMEs. The SIJADI Program has strong potential to be replicated in other villages as a sustainable model for digital economic empowerment.
References
Ainin, S., Parveen, F., Moghavvemi, S., Jaafar, N. I., & Mohd Shuib, N. L. (2015). Factors influencing the use of social media by SMEs and its performance outcomes. Industrial Management & Data Systems, 115(3), 570–588. https://doi.org/10.1108/IMDS-07-2014-0205
Bouwman, H., Nikou, S., Molina-Castillo, F. J., & de Reuver, M. (2019). The impact of digitalization on business models. Digital Policy, Regulation and Governance, 21(2), 105–124. https://doi.org/10.1108/DPRG-07-2018-0039
Chaffey, D., & Ellis-Chadwick, F. (2022). Digital marketing: Strategy, implementation and practice (8th ed.). Pearson.
Cornwall, A., & Jewkes, R. (1995). What is participatory research? Social Science & Medicine, 41(12), 1667–1676. https://doi.org/10.1016/0277-9536(95)00127-S
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340. https://doi.org/10.2307/249008
Dwivedi, Y. K., Shareef, M. A., Akram, M. S., Bhatti, Z. A., & Rana, N. P. (2022). Examining the effects of enterprise social media on operational and social performance during environmental disruption. Technological Forecasting and Social Change, 175, Article 121364. https://doi.org/10.1016/j.techfore.2021.121364
Kementerian Koperasi dan Usaha Kecil dan Menengah Republik Indonesia. (2023). Perkembangan data usaha mikro, kecil, dan menengah (UMKM) dan usaha besar tahun 2023.
Kemmis, S., McTaggart, R., & Nixon, R. (2014). The action research planner: Doing critical participatory action research. Springer.
Kolb, D. A. (2015). Experiential learning: Experience as the source of learning and development (2nd ed.). Pearson Education.
Kraus, S., Schiavone, F., Pluzhnikova, A., & Invernizzi, A. C. (2021). Digital transformation in healthcare: Analyzing the current state-of-research. Journal of Business Research, 123, 557–567. (Catatan: jika sebelumnya Anda mengutip Kraus et al. untuk UMKM, lebih baik ganti dengan referensi yang lebih relevan di bawah.)
Miles, M. B., Huberman, A. M., & Saldaña, J. (2014). Qualitative data analysis: A methods sourcebook (3rd ed.). Sage.
Organisation for Economic Co-operation and Development. (2023). SME and entrepreneurship policy in Indonesia 2023. OECD Publishing. https://doi.org/10.1787/8c3c9d61-en
Osterwalder, A., & Pigneur, Y. (2010). Business model generation: A handbook for visionaries, game changers, and challengers. John Wiley & Sons.
Patma, T. S., Wardana, L. W., Wibowo, A., Narmaditya, B. S., & Akbarina, F. (2021). The impact of social media marketing for Indonesian SMEs sustainability: Lesson from COVID-19 pandemic. Cogent Business & Management, 8(1), Article 1953679. https://doi.org/10.1080/23311975.2021.1953679
Reason, P., & Bradbury, H. (Eds.). (2008). The SAGE handbook of action research: Participative inquiry and practice (2nd ed.). Sage.
Reed, M. S., Evely, A. C., Cundill, G., Fazey, I., Glass, J., Laing, A., Newig, J., Parrish, B., Prell, C., Raymond, C., & Stringer, L. C. (2010). What is social learning? University of Leeds.
Tambunan, T. T. H. (2019). Recent evidence of the development of micro, small and medium enterprises in Indonesia. Journal of Global Entrepreneurship Research, 9, Article 18. https://doi.org/10.1186/s40497-018-0140-4
Teece, D. J. (2018). Business models and dynamic capabilities. Long Range Planning, 51(1), 40–49. https://doi.org/10.1016/j.lrp.2017.06.007
UNESCO. (2021). Reimagining our futures together: A new social contract for education. UNESCO.
Verhoef, P. C., Broekhuizen, T., Bart, Y., Bhattacharya, A., Dong, J. Q., Fabian, N., & Haenlein, M. (2021). Digital transformation: A multidisciplinary reflection and research agenda. Journal of Business Research, 122, 889–901. https://doi.org/10.1016/j.jbusres.2019.09.022
Vial, G. (2019). Understanding digital transformation: A review and a research agenda. The Journal of Strategic Information Systems, 28(2), 118–144. https://doi.org/10.1016/j.jsis.2019.01.003
Wenger, E. (1998). Communities of practice: Learning, meaning, and identity. Cambridge University Press.
