Heni Dwi Lestari, . (2025) MODEL KOMUNIKASI PELATIHAN DIGITAL MARKETING UMKM UNTUK MENINGKATKAN KOMPETENSI PEMASARAN (Studi pada Program “Gandeng Gendong” UMKM Binaan Dinas Perindustrian, Koperasi dan UKM Kota Yogyakarta). Tesis thesis, UNIVERSITAS PEMBANGUNAN NASIONAL VETERAN YOGYAKARTA.
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Abstract
ABSTRACT
This study aims to analyze and develop an effective digital marketing training communication model for digital immigrant MSME actors (aged 40-60 years) in the “Gandeng Gendong” Program of the Yogyakarta City Industry, Cooperatives, and SMEs Office. The research uses a qualitative approach with a phenomenological method involving MSME actors, program managers (Yogyakarta City Industry, Cooperatives, and SMEs Office), and experts or facilitators. Data collection techniques through in-depth interviews, observations, and documentation studies were analyzed interactively using the Miles & Huberman model. The results of the study revealed that the training communication model applied was still linear-transmissive and teacher-centered, characterized by the dominance of lecture methods, one-way communication with delayed feedback, and fragmentation of material due to facilitator turnover. This model caused cognitive overload in digital immigrant participants and failed to transform theoretical knowledge into practical skills. The research findings confirm a significant gap between ADDIE-based planning and implementation in the field, especially in the design stage, which does not accommodate the characteristics of adult learning (andragogy). This study proposes a participant-centered Adaptive Training Communication Model with three pillars: (1) Content-Context Nexus (modular curriculum based on specific needs), (2) Explore-Practice-Reflect Cycle (participatory learning cycle), and (3) System-Support Scaffolding (continuous mentoring and user-friendly platform). This study makes theoretical contributions to the development of training in communication science, specifically for digital immigrants. It provides practical contributions in the form of policy recommendations for relevant agencies to enhance the effectiveness of MSME empowerment programs in the digital era.
Keywords: Training Communication Model, Digital Marketing, MSMEs, Digital Immigrants, Gandeng Gendong.
| Item Type: | Tugas Akhir (Tesis) |
|---|---|
| Additional Information: | Heni Dwi Lestari (Penulis - 253232008); Edwi Arief Sosiawan (Pembimbing 1); Prayudi (Pembimbing 2). |
| Uncontrolled Keywords: | Model Komunikasi Pelatihan, Digital Marketing, UMKM, Digital Immigrants, Gandeng Gendong. |
| Subjek: | H Social Sciences > H Social Sciences (General) H Social Sciences > HT Communities. Classes. Races |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > (S1) Ilmu Komunikasi |
| Depositing User: | Indah Lestari |
| Date Deposited: | 22 Dec 2025 06:36 |
| Last Modified: | 22 Dec 2025 06:36 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/46277 |
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