DIGITAL LITERACY MODEL TO IMPROVE THE MARKETING SKILLS OF MSME WOMEN WITH A COMMUNITY-BASED EDUCATIONAL APPROACH

Sulaiman Helmi; Bakti Setyadi; Ratna S. Wedadjati; Muh. Asriadi AM; Nurhidayah Yahya

doi:10.22437/jiituj.v9i1.32670

Authors

Sulaiman Helmi Universitas Bina Darma
Bakti Setyadi Universitas Bina Darma
Ratna S. Wedadjati Sekolah Tinggi Pembangunan Masyarakat Desa “APMD”
Muh. Asriadi AM Universitas Pendidikan Indonesia
Nurhidayah Yahya Universiti Teknologi MARA

DOI:

https://doi.org/10.22437/jiituj.v9i1.32670

Keywords:

Digital Literacy, Marketing Skills, MSME Empowerment

Abstract

This study uses a community-based approach to develop an educational model for digital literacy among MSME women. Employing a qualitative case study method with 15 informants from the Indonesian Muslim Entrepreneurs Association Palembang MSME Community, data was obtained through interviews and analyzed thematically. The findings, indicating that most female members have at least a high school education and less than five years of business experience, highlight challenges in digital literacy and marketing skills. These challenges, including difficulties in technology adoption and security concerns, underscore the necessity for initiatives to enhance digital literacy and marketing skills. A community-centric model is proposed, encompassing Digital Literacy Workshops, Mentor-Mentee Programs, Sharing Sessions, Best Practices, and Specific Skills Training, with interview conclusions serving as a basis for model design to elevate Marketing Skills effectively

Downloads

Download data is not yet available.

Author Biographies

Sulaiman Helmi, Universitas Bina Darma

Magister of Management, Postgraduate Program, Universitas Bina Darma, Palembang, Indonesia

Bakti Setyadi, Universitas Bina Darma

Accounting Study Program, Faculty of Social Humanities, Universitas Bina Darma, Palembang, Indonesia

Ratna S. Wedadjati, Sekolah Tinggi Pembangunan Masyarakat Desa “APMD”

Sekolah Tinggi Pembangunan Masyarakat Desa “APMD”, Yogyakarta, Indonesia

Muh. Asriadi AM, Universitas Pendidikan Indonesia

Universitas Pendidikan Indonesia, Jawa Barat, Indonesia.

Nurhidayah Yahya, Universiti Teknologi MARA

Universiti Teknologi MARA, Shah Alam, Malaysia

References

AM, M. A., Helmi, S., Kassymova, G. K., Retnawati, H., Hadi, S., & Istiyono, E. (2022). Effect of job satisfaction on service quality mediated by lecturer performance at state universities. Materials of International Practical Internet Conference “Challenges of Science,” V, 62–71. https://doi.org/10.31643/2022.08.

AM, M. A., & Purnama, E. (2024). Exploring innovative approaches and evaluation techniques in physics education at Madrasah Aliyah Negeri. Proceedings of the 6th International Conference on Current Issues in Education (ICCIE) 2023, Advances in Social Science, Education and Humanities Research, 20–29. https://doi.org/10.2991/978-2-38476-245-3_4.

Aung, T., Liana, S. R., Htet, A., Bhaumik, A., & Poddar, S. (2024). Mediating financial and hse roles in risk management impact on Myanmar construction success. Jurnal Ilmiah Ilmu Terapan Universitas Jambi, 8(1), 379–397. https://doi.org/10.22437/jiituj.v8i1.32699.

Bastomi, M., Junaidi, Hermawan, A., & Handayati, P. (2023). The effect of digital literacy, e-commerce business trend, mobile payment, income expectations on intention in digital-based entrepreneurship. International Journal of Applied Finance and Business Studies, 11(3), 688–698. https://doi.org/10.35335/ijafibs.v11i3.196.

BoangManalu, E. N., Iqbal, M., & Garcia, C. (2024). Analysis of the relationship between interest and learning outcomes of physics in senior high school. EduFisika: Jurnal Pendidikan Fisika, 9(1), 46-53. https://doi.org/10.59052/edufisika.v9i1.29641.

Bogdan, R. C., & Biklen, S. K. (2007). Qualitative research for education: An introduction to theories and methods. Pearson.

Chumburidze, M., Setiabudi, E., Vassiliadou, M., Hasanov, R., & Duangpaserth, K. (2023). Unveiling the complex interplay between active learning and teacher development: Insights from TIMSS 2022 in Georgia. Interval: Indonesian Journal of Mathematical Education, 1(2), 118-125. https://doi.org/10.37251/ijome.v1i2.1363.

Ciampa, K., & Gallagher, T. (2021). The development and validation of the teachers’ self-efficacy beliefs for literacy instruction in the 21st century (TBLI21c) scale: A pilot study. Journal of Research in Reading, 44(3), 654–674. https://doi.org/10.1111/1467-9817.12361.

Creswell, J. W. (2012). Educational research: Planning, conducting, and evaluating quantitative and qualitative research. Pearson.

Creswell, J. W. (2022). Research design: Qualitative, quantitative, and mixed methods approaches. SAGE Publications.

Creswell, J. W., & Clark, V. L. P. (2011). Choosing a mixed methods design. In Designing and Conducting Mixed Methods Research (pp. 53–106). Sage Publications, Inc.

Dessi, L. C., & Shah, M. (2023). Application of the numbered head together type cooperative learning model to improve student learning outcomes in mathematics subjects. Interval: Indonesian Journal of Mathematical Education, 1(2), 67-72. https://doi.org/10.37251/ijome.v1i2.773.

Ellitan, L. (2020). Competing in the era of industrial revolution 4.0 and society 5.0. Jurnal Maksipreneur: Manajemen, Koperasi, Dan Entrepreneurship, 10(1), 1–12. https://doi.org/10.30588/jmp.v10i1.657.

Ervianti, E., Sampelolo, R., & Pratama, M. P. (2023). The influence of digital literacy on student learning. Klasikal: Journal of Education, Language Teaching and Science, 5(2), 358-365. https://doi.org/10.52208/klasikal.v5i2.878.

Fanani, A., & Sulthon, M. Z. (2022). Understanding John Austin’s Legal Positivism theory and Hans Kelsen’s pure legal theory. Peradaban Journal of Law and Society, 1(2), 107–118. https://doi.org/10.59001/pjls.v1i2.41.

Fitriani, F., Triandafillidis, T., & Thao, L. P. (2023). Exploring the integration of computational thinking and mathematical modelling in STEM Education. Interval: Indonesian Journal of Mathematical Education, 1(2), 73-82. https://doi.org/10.37251/ijome.v1i2.1341.

Gai, K., Qiu, M., & Sun, X. (2018). A survey on FinTech. Journal of Network and Computer Applications, 103(1), 262–273. https://doi.org/10.1016/j.jnca.2017.10.011.

Giang, C., Addimando, L., Botturi, L., Negrini, L., Giusti, A., & Piatti, A. (2023). Have you ever seen a robot? An analysis of children’s drawings between technology and science fiction. Journal for STEM Education Research, 6(2), 232–251. https://doi.org/10.1007/s41979-023-00098-6.

Helmi, S., & Setyadi, B. (2022). Mediation role of brand image and brand quality on the effect of sales promotion on purchase decisions: Study of Indonesian MSMEs. Central European Management Journal, 30(4), 566–577. https://doi.org/10.57030/23364890.cemj.30.4.053.

Herawati, H., Khairinal, K., & Idrus, A. (2023). Harmonizing nature and knowledge: Crafting engaging thematic teaching tools for expedition on environmental preservation. Tekno - Pedagogi : Jurnal Teknologi Pendidikan, 13(1), 21-31. https://doi.org/10.22437/teknopedagogi.v13i1.32525.

Hidayati, A., Susanti, E., Jamalong, A., Ginting, D., Suwanto, W., & Arifin, A. (2024). Marketing analytics in the era of digital-based marketing strategy. Jurnal Ilmiah Ilmu Terapan Universitas Jambi, 8(1), 61–75. https://doi.org/10.22437/jiituj.v8i1.31908.

Idawati, I., Mahmud, A., & Dirawan, G. D. (2016). Effectiveness of training model capacity building for entrepreneurship women based empowerment community. International Education Studies, 9(11), 142–150. https://doi.org/10.5539/ies.v9n11p142.

Jang, S. M. J., Mortensen, T., & Liu, J. (2021). Does media literacy help identification of fake news? Information literacy helps, but other literacies don’t. American Behavioral Scientist, 65(2), 371–388. https://doi.org/10.1177/0002764219869406.

Khoviriza, Y., Azzahra, M. Z., Galadima, U., & Salsabila, W. S. (2024). Revealing the impact: Meta analysis of problem based learning models on improving communication skills in science learning. EduFisika: Jurnal Pendidikan Fisika, 9(1), 38-45. https://doi.org/10.59052/edufisika.v9i1.32650.

Laberinto Solina, M. F. (2020). Assessment of business environment of women involved in micro, small, and medium enterprises (MSMEs) in the Philippines: A comparative study with select ASEAN countries. Journal of ASEAN Studies, 8(2), 191–211. https://doi.org/10.21512/jas.v8i2.6617.

Liu, J. C., Mabrey, P. E., Rufo, J. R., & Miller, E. (2017). Synchronous “elevator pitch”: Teaching digital communication literacy with peer consultation and self-assessment. In Unplugging the Classroom: Teaching with Technologies to Promote Students’ Lifelong Learning. Elsevier Ltd. https://doi.org/10.1016/B978-0-08-102035-7.00010-2.

Matidza, I., Ping, T., & Nyasulu, C. (2020). Use of digital marketing in estate agency industry in Malawi. E-Learning and Digital Media, 17(3), 253–270. https://doi.org/10.1177/2042753020909210.

Moustafa, A. A., Bello, A., & Maurushat, A. (2021). The role of user behaviour in improving cyber security management. Frontiers in Psychology, 12(2), 1–9. https://doi.org/10.3389/fpsyg.2021.561011.

Pantiyasa, I. W., Sutiarso, M. A., & Suprapto, I. N. A. (2023). Evaluation of agriculture-based tourism products in tinggan traditional village. Jurnal Ilmiah Ilmu Terapan Universitas Jambi, 7(1), 5–10. https://doi.org/10.22437/jiituj.v7i1.17795.

Putriningsih, D. P. E., Suwintari, I. G. A. E., & Widada, M. C. P. N. (2016). Location and motivation influence on the decision to visit the tembeling, Nusa Penida. Jurnal Ilmiah Ilmu Terapan Universitas Jambi, 7(1), 68–74. https://doi.org/10.22437/jiituj.v7i1.26663.

Rahmayani, F., Hambali, S. M., Moghadam, A. A., Ripeanu, D., & Nkambule, T. (2023). Unveiling college student preferences: integrating numerical and factor analysis in understanding choices for mathematics majors. Interval: Indonesian Journal of Mathematical Education, 1(2), 83-98. https://doi.org/10.37251/ijome.v1i2.1346.

Rini, E. F. S., Raptis, P., Sozcu, O. F., Abdelrhman, S. A. A. M., & Lara-Valenzuela, C. (2023). Technology and ethics in social media: A study of the phenomenon of digital bullying in the young generation. Journal of Educational Technology and Learning Creativity, 1(2), 106-114. https://doi.org/10.37251/jetlc.v1i2.1400.

Sahela, K. Z., Susanti, R., & Adjie, A. R. (2021). The influence of government dimension on financial education and empowerment of micro, smalland medium sized enterprises in Indonesia. Journal of Asian Finance, Economics and Business, 8(3), 637–643. https://doi.org/10.13106/jafeb.2021.vol8.no3.0637.

Sedyastuti, K., Suwarni, E., Rahadi, D. R., & Handayani, M. A. (2021). Human resources competency at micro, small and medium enterprises in palembang songket industry. Proceedings of the 2nd Annual Conference on Social Science and Humanities (ANCOSH 2020), 542(Ancosh 2020), 248–251. https://doi.org/10.2991/assehr.k.210413.057.

Setiyani, E. N., Baharin, Z. H. Z., & Jesse, S. N. (2023). Development of POE-Based student worksheets (Predict, Observe, And Explain) for students’ mathematical representation abilities. Journal of Educational Technology and Learning Creativity, 1(2), 78-87. https://doi.org/10.37251/jetlc.v1i2.792.

Shaikh, S. (2020). Challenges faced by women owned micro, small and medium enterprises in an emerging economy. International Journal of Management, 11(7), 1503–1517. https://doi.org/10.34218/IJM.11.7.2020.135.

Sultan, S., & Sultan, W. I. M. (2020). Women MSMEs in times of crisis: challenges and opportunities. Journal of Small Business and Enterprise Development, 27(7), 1069–1083. https://doi.org/10.1108/JSBED-06-2020-0226.

Sultanuddin, S., Saharudin, S., Yamin, M., Waite, V., & Baral, L. N. (2023). Implementation of portfolio assessment in english lessons at man insan cendekia jambi. Tekno - Pedagogi : Jurnal Teknologi Pendidikan, 13(1), 32-40. https://doi.org/10.22437/teknopedagogi.v13i1.32569.

Suryani, N. Y., Rizal, S., Rohani, T., & Ratnaningsih, H. (2024). Improving learners’ english writing skills through digital technology and project-based learning. Jurnal Ilmiah Ilmu Terapan Universitas Jambi, 8(1), 21–34. https://doi.org/10.22437/jiituj.v8i1.32506.

Susanti, E., Mulyanti, R. Y., & Wati, L. N. (2023). MSMEs performance and competitive advantage: Evidence from women’s MSMEs in Indonesia. Cogent Business & Management, 10(2), 1–26. https://doi.org/10.1080/23311975.2023.2239423.

Tambunan, T. (2019). Recent evidence of the development of micro, small and medium enterprises in Indonesia. Journal of Global Entrepreneurship Research, 9(1), 1–15. https://doi.org/10.1186/s40497-018-0140-4.

Ugurhan, Y. Z. C., Kumtepe, E. G., Kumtepe, A. T., & Saykili, A. (2021). From media literacy to new media literacy: A lens into open and distance learning contex. Turkish Online Journal of Distance Education, 21(Special Issue), 135–151. https://doi.org/10.17718/TOJDE.770953.

Yadav, U. S., Tripathi, R., Tripathi, M. A., Ghosal, I., Kumar, A., Mandal, M., & Singh, A. (2023). Digital and innovative entrepreneurship in the Indian handicraft sector after the COVID-19 pandemic: Challenges and opportunities. Journal of Innovation and Entrepreneurship, 12(1), 69. https://doi.org/10.1186/s13731-023-00337-5.

Yolviansyah, F., Amin, N. F., Retutas, M., Tuan, N. A., & Peiling, L. (2023). Implementation of information technology algorithms based on ICT media to make teachers have 21st century skills. Journal of Educational Technology and Learning Creativity, 1(2), 98-105. https://doi.org/10.37251/jetlc.v1i2.1398.

Yusnidar, Y., Kartika, E., Iqbal, M., Vitoekpon, I., Husseini, M. M. E., Hagos, H., & Khan, Y. (2023). Formulation of red bean meatballs as a local food alternative: Increasing protein and fiber using design expert D-Optimal. Journal of Educational Technology and Learning Creativity, 1(2), 115-139. https://doi.org/10.37251/jetlc.v1i2.1405.