PERANCANGAN PELATIHAN UNTUK PENINGKATAN KOMPETENSI PELAKU USAHA MIKRO SUKABUMI DALAM PEMASARAN DARING

• Main Author: Wildan Al Fayakun, Muhammad
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/63914
• Institution: Institut Teknologi Bandung

This research on the Merdeka Belajar Kampus Merdeka (MBKM) 2021 program is a form of community service for the Sukabumi City micro enterprises affected by the Covid-19 pandemic. This is done by providing online marketing training for selected Sukabumi City micro enterprises. This study aims to identify online marketing competencies, evaluate training using the Kirkpatrick model of reaction and learning levels, and compare differences in the competencies of micro enterprises in Sukabumi City from each training session. To achieve the research objectives, the researcher used a quasi-experiment with a basic time-series design type. The research sample consisted of 16 micro enterprises in Sukabumi City as the experimental group. Then, data collection utilizes tests that are arranged based on learning objectives and distributed in three periods. Thus, the results were obtained in the form of 31 online marketing competencies. In addition, the training evaluation using the Kirkpatrick model was carried out at two levels, namely the reaction and learning levels. In evaluating the reaction level, the micro enterprises in Sukabumi City showed positive reactions to the training materials, methods, and instructors. At the learning level, the median competency score was 29,330 on the initial training test, 40,845 on the training test session I, and 43,155 on the training test session II. As a result, this study shows that there is a significant difference between the initial test scores with the training test session I and the training test session I with the training test session II. This was proven statistically using the Kruskal-Wallis test and the Wilcoxon signed-rank test.