Digital Marketing Outreach for Strengthening Student Entrepreneurship at Pondok Nahrul Hayah, Yogyakarta

Andika Andika; Titop Dwiwinarno; Nurwiyanta Nurwiyanta; Tiara Nur Anisah

doi:10.55927/ajcs.v4i5.120

Authors

Andika Andika Universitas Janabadra
Titop Dwiwinarno Universitas Janabadra
Nurwiyanta Nurwiyanta Universitas Janabadra
Tiara Nur Anisah Universitas Janabadra

DOI:

https://doi.org/10.55927/ajcs.v4i5.120

Keywords:

Community Service, Digital Marketing, Pondok Entrepreneurship, Student Empowerment, Literacy

Abstract

This community service outreach activity aimed to enhance digital marketing literacy among underprivileged university students at Pondok Nahrul Hayah, Yogyakarta. It introduced basic digital marketing concepts, the urgency of digital transformation, and the traffic leads conversion framework. The outreach was implemented in four phases problem identification, preparation, implementation, and evaluation and involved 31 student participants. Conducted offline on March 25, 2024, the outreach showed a significant increase in understanding, with average pre-and post-test scores improving from 2.46 to 4.17 and interest in further learning reaching 4.81 (scale 1–5). The outreach successfully bridged knowledge gaps and boosted entrepreneurial confidence. It is recommended that future outreach programs include hands-on sessions, such as content creation, business account setup, and the practical use of social media promotion strategies.

References

Calvino, F., Criscuolo, C., & Ughi, A. (2024). Digital adoption during COVID-19. In International Frontiers and Boundaries: Vol. 2024/03 (OECD Science, Technology and Industry Working Papers). https://doi.org/10.1787/f63ca261-en.

Gensler, S., & Rangaswamy, A. (2025). An emerging future for digital marketing: From products and services to sequenced solutions. Journal of Business Research, 190(June 2024), 115230. https://doi.org/10.1016/j.jbusres.2025.115230.

Handayati, R., Rozaq, A. S., Nur, F., Dwi, M. Z., & Ubaidillah, M. M. (2024). Challenges and Solutions in the Implementation of Digital Tech- nology in MSMEs: Perspectives from Entrepreneurs and Consumers. Technology and Society Perspectives (TACIT), 2(2), 244–251. https://doi.org/10.61100/tacit.v2i2.211.

INDEF. (2024). Peran Platform Digital Terhadap Pengembangan Umkm Di Indonesia.

Jung, S. U., & Shegai, V. (2023). The Impact of Digital Marketing Innovation on Firm Performance: Mediation by Marketing Capability and Moderation by Firm Size. Sustainability (Switzerland), 15(7). https://doi.org/10.3390/su15075711.

Kemp, S. (2025). Digital 2025: Indonesia. Datarepoltal. https://datareportal.com/reports/digital-2025-indonesia.

Matalamäki, M. J., & Joensuu-Salo, S. (2022). Digitalization and strategic flexibility – a recipe for business growth. Journal of Small Business and Enterprise Development, 29(3), 380–401. https://doi.org/10.1108/JSBED-10-2020-0384.

Maulana, Z., Chanif Hidayat, M., & Agustina, I. (2022). Using Digital Marketing for Small and Medium Enterprises (SMEs) in Bumdes Remboko Sumberrejo Village Sleman Regency. SPEKTA (Jurnal Pengabdian Kepada Masyarakat: Teknologi Dan Aplikasi), 3(1), 31–38. https://doi.org/10.12928/spekta.v3i1.4563.

Petrosyan, A. (2025). Worldwide digital population 2025. Https://Www.Statista.Com/. https://www.statista.com/statistics/617136/digital-population-worldwide.

Purnomo, S., Nurmalitasari, N., & Nurchim, N. (2024). Digital transformation of MSMEs in Indonesia: A systematic literature review. Journal of Management and Digital Business, 4(2), 301–312. https://doi.org/10.53088/jmdb.v4i2.1121.

Rahayuningsih, S., Darmawan, I. A., Pangesti, S. Y., Fuad, A., Wardana, L. W., & Narmaditya, B. S. (2024). Literature Review: Strategies for Using Digital Marketing to Improve MSME Performance in Supporting SDGs Programs. International Journal of Economics, Management and Accounting, 1(2), 201–220. https://doi.org/10.61132/ijema.v1i2.62.

Rückert, D., Veugelers, R., Virginie, A., & Weiss, C. (2021). COVID-19 and the Corporate Digital Divide (pp. 157–172). https://doi.org/10.11647/OBP.0280.10.

Sharabati, A. A. A., Ali, A. A. A., Allahham, M. I., Hussein, A. A., Alheet, A. F., & Mohammad, A. S. (2024). The Impact of Digital Marketing on the Performance of SMEs: An Analytical Study in Light of Modern Digital Transformations. Sustainability (Switzerland), 16(19), 1–25. https://doi.org/10.3390/su16198667.