Peningkatan Literasi Digital Marketing bagi Individu Spesial dan UMKM Inklusif melalui Program Pengabdian kepada Masyarakat di Yayasan Budaya Individu Spesial (YBUIS)
DOI:
https://doi.org/10.38215/q2z7kk23Keywords:
Community Service, Digital Literacy, Digital Marketing, Inclusive UMKM, Individuals With Special NeedsAbstract
The rapid growth of digital technology has increased the importance of digital marketing literacy for communities, including individuals with special needs and inclusive micro, small, and medium enterprises (MSMEs). However, the use of social media as a promotional tool at Yayasan Budaya Individu Spesial (YBUIS) remains limited. This community service program aimed to improve participants' digital marketing literacy through training and mentoring. The program included a needs assessment, digital marketing training, promotional content creation, and social media assistance. Participants consisted of foundation administrators, individuals with special needs, inclusive MSMEs, lecturers, and students from the Diploma III Office Administration Study Program, Politeknik Pajajaran ICB Bandung. The results showed improved understanding of digital marketing concepts, better skills in creating promotional content, and increased use of social media for marketing purposes. In addition, a digital promotion strategy was developed for sustainable use by YBUIS. The program demonstrates that training and mentoring can effectively enhance digital marketing literacy while supporting inclusive economic empowerment.
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