Training and Mentoring on Meta-Product-Based Digital Marketing Strategies to Increase the Competitiveness of School MSMEs
DOI:
https://doi.org/10.51601/ijcs.v6i2.1007Abstract
The purpose of this Community Service activity is to improve the understanding and skills of students in grades X, XI, and XII of SMKN 1 Binjai in implementing digital marketing strategies based on Meta products to support the competitiveness of school MSMEs. The implementation method uses a participatory training approach and direct practical mentoring which includes understanding digital marketing concepts, introducing Meta products, creating promotional content, managing customer communications, and evaluating data-based marketing performance. Success was measured through pre-tests, post-tests, group practice observations, and Likert-scale questionnaires to assess the increase in knowledge, skills, and perceptions of participants regarding the benefits of the training. The results of the activity showed an increase in participants' understanding after participating in the training, especially in the aspect of using Instagram, Facebook, WhatsApp Business, and Meta Business Suite as promotional media for school MSMEs. Participants also demonstrated the ability to compose promotional captions, create digital content designs, manage customer communications, and understand performance indicators such as reach, impressions, engagement, clicks, comments, and incoming messages. The results of this training and mentoring have been proven to help students understand digital marketing in a more applicable, creative, and data-driven way. This activity also strengthens students' digital entrepreneurship skills by utilizing the Meta ecosystem as a learning and promotional medium. The limitation of this activity lies in the evaluation, which still focuses on short-term results through pre-tests, post-tests, and participant perceptions. Contributions: This activity provides practical contributions in the form of a digital marketing training model based on Meta products for vocational school students and theoretical contributions in strengthening digital entrepreneurship in schools.
Downloads
References
[1] S. Kemp, “Digital 2025: The State of Social Media In 2025,” Data Reportal.
[2] S. Kemp, “Digital 2025: Indonesia,” Data Reportal.
[3] BPS, Statistik Indonesia 2024, vol. 53,2025. 2025. [Online]. Available: https://www.bps.go.id/publication/2020/04/29/e9011b3155d45d70823c141f/statistik-indonesia-2020.html
[4] Meta, “Meta Business Suite,” https://web.facebook.com/business/tools/meta-business-suite.
[5] B. Suwarno, Manajemen Pemasaran Strategik, 1st ed. Karawang: Saba Jaya Publisher, 2024.
[6] R. D. Arista and B. Suwarno, “Digital Entrepreneurship Competency Training for Students of SMA Negeri 2 Binjai,” International Journal Of Community Service, vol. 2, no. 2, pp. 257–266, 2022, [Online]. Available: https://ijcsnet.id
[7] B. Suwarno, F. Yetti, Muzakir, and S. Maulida, Manajemen Pemasaran: Konsep dan Strategi Digital Marketing, 1st ed. Karawang: Karawang: Saba Jaya Publishing, 2023.
[8] D. Chaffey and F. Ellis-Chadwick, Digital Marketing: Strategy, Implementation And Practice, 8th ed. Harlow Essex - United Kingdom: Pearson Education Limited, 2022.
[9] P. Kotler, K. L. Keller, and A. Chernev, Marketing Management, Global 16e. Harlow, UK: Pearson Education Limited, 2022.
[10] T. L. Tuten, Social Media Marketing, 4th ed. London: SAGE Publications Ltd, 2021.
[11] G. E. Belch and M. A. Belch, Advertising and promotion: An Integrated marketing Communications Perspective, 12th ed. New York: McGraw-Hill Education, 2021.
[12] M. E. Porter, Competitive Strategy: Techniques For Analyzing Industries And Competitors, 7th ed. Bandung, 2018.
[13] R. D. Hisrich, M. P. Peters, and D. A. Shepherd, Entrepreneurship, 11th ed. New Yorf: McGraw-Hill Education, 2021.
[14] B. Suwarno, I. N. E. Lister, C. N. Ginting, E. Girsang, and B. Alamsyah, Pengantar Metodologi Penelitian Kuantitatif, Kualitatif dan Mixed Method (Studi Case Manajemen, Pendidikan, Kesehatan dan Teknik), vol. 1. Karawang: Saba Jaya Publisher, 2026.
[15] Kemendikbudristek, Kajian Akademik: Kurikukum Merdeka, 1st ed. Jakarta: Pusat Kurikulum dan Pembelajaran Badan Standar, Kurikulum, dan Asesmen Pendidikan Kementerian Pendidikan, Kebudayaan, Riset, dan Teknologi, 2024.
[16] Kemendikdasmen, Panduan Pembelajaran dan Asesmen: Pendidikan Anak Usia Dini, Pendidikan Dasar, dan Menengah. Jakarta: Badan Standar, Kurikulum, Dan Asesmen Pendidikan Kementerian Pendidikan, Kebudayaan, Riset, Dan Teknologi Republik Indonesia, 2022.
[17] R. R. Hake, “Interactive-engagement versus traditional methods: A six-thousand-student survey of mechanics test data for introductory physics courses,” Am. J. Phys., vol. 66, no. 1, pp. 64–74, 1998, doi: 10.1119/1.18809.
[18] A.-A. A. Sharabati, A. A. A. Ali, M. I. Allahham, A. A. Hussein, A. F. Alheet, and A. S. Mohammad, “The Impact of Digital Marketing on the Performance of SMEs: An Analytical Study in Light of Modern Digital Transformations,” Sustainability, vol. 16, no. 19, p. 8667, Oct. 2024, doi: 10.3390/su16198667.
[19] G. Cao and J. Weerawardena, “Strategic use of social media in marketing and financial performance: The B2B SME context,” Industrial Marketing Management, vol. 111, pp. 41–54, May 2023, doi: 10.1016/j.indmarman.2023.03.007.
[20] A. Wibowo, B. S. Narmaditya, Suparno, K. D. A. Sebayang, S. Mukhtar, and M. H. M. Shafiai, “How does digital entrepreneurship education promote entrepreneurial intention? The role of social media and entrepreneurial intuition,” Social Sciences & Humanities Open, vol. 8, no. 1, p. 100681, 2023, doi: 10.1016/j.ssaho.2023.100681.
[21] N. Djiu, N. V. Kong, and D. Saputra, “The role of competitive advantage in mediating technological capabilities and social media usage on SMEs export performance,” Procedia Comput. Sci., vol. 234, pp. 756–763, 2024, doi: 10.1016/j.procs.2024.03.062.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Bambang Suwarno, Bernard Ekarisman Ndururu, Feby Yoana Siregar, Okta Jaya Hermaja, Herlin Munthe, Kristi Endah Ndilosa Ginting, Muhammad Fikri Akbar Zuhdi, Puji Syukran, Agung Prabowo
This work is licensed under a Creative Commons Attribution 4.0 International License.
