Penerapan Pembelajaran Digital Marketing Berbasis Proyek untuk Menumbuhkan Kemampuan Digital Marketing

Dewi Endah Fajariana

Abstract


Abstract: Digital marketing learning is a knowledge product produced by universities. Understanding, mastery, and use of e-commerce, social media, and marketplaces are needed as digital tools for conducting digital marketing. The purpose of this study was to test the effectiveness of digital marketing learning to grow the digital marketing skills of Airport Management students at the Aviation Aviation College. The research method uses an experimental method to test the effectiveness of learning digital marketing in a model test class of 30 students. Data collection techniques using portfolio assessment of learning outcomes. Data analysis techniques using descriptive qualitative data analysis. The results showed that most of the student portfolio assessment results were very good, because each work group was able to make an advertising poster for a product and was able to market it through digital marketing media. The resulting product shows compatibility with digital marketing learning objectives.

 

Abstrak: Pembelajaran digital marketing merupakan produk pengetahuan yang dihasilkan oleh perguruan tinggi. Pemahaman, penguasaan, serta penggunaan e-commerce, media sosial, dan marketplace diperlukan sebagai sarana digital tools untuk melakukan pemasaran secara digital. Tujuan penelitian ini adalah menguji efektifitas pembelajaran digital marketing untuk menumbuhkan kemampuan digital marketing mahasiswa Manajemen Bandar Udara Sekolah Tinggi Penerbangan Aviasi. Metode penelitian menggunakan metode eksperimen untuk menguji efektifitas pembelajaran digital marketing pada kelas uji model yang berjumlah 30 mahasiswa. Teknik pengumpulan data menggunakan penilaian portofolio hasil pembelajaran. Teknik analisis data menggunakan analisis data kualitatif deskriptif. Hasil penelitian menunjukkan hasil penilaian portofolio mahasiswa sebagian besar tergolong sangat baik, karena masing-masing kelompok kerja mampu membuat poster iklan untuk suatu produk dan mampu memasarkan melalui media digital marketing. Dari produk yang dihasilkan tersebut menunjukkan adanya kesesuaian dengan tujuan pembelajaran digital marketing.

 


Keywords


Learning, Digital Marketing Skills

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DOI: http://dx.doi.org/10.30734/jpe.v10i1.2991

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